BLACK FRIDAY RE(SALE)

Short List
TitleBLACK FRIDAY RE(SALE)
BrandIKEA DENMARK
Category E01. Corporate Image, Communication & Reputation Management
Product/ServiceIKEA DENMARK
Entrant HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Idea Creation HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Media Placement VIZEUM Copenhagen, DENMARK
Production HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Credits
Name Company Position
Simon Engstrøm Hjaltelin Stahl Executive Creative Director
Jabali Ravn Hjaltelin Stahl Creative Director
Kenneth Kaadtmann Hjaltelin Stahl Creative Director
Karl Kristian Krarup Kjær Hjaltelin Stahl Art Director
Maj Erstrup Hjaltelin Stahl Copywriter
Aske Kror Hjaltelin Stahl Copywriter
Tim Pashen Hjaltelin Stahl Copywriter
Søren Brix Hjaltelin Stahl Account Executive
Ken Hermann Hjaltelin Stahl Photographer
Carina Abildgaard Hjaltelin Stahl Account Manager

Why is this work relevant for PR?

This is a simple local initiative that generated great amounts of earned media. The message was strong, the message was clear and the execution was so simple. This all together generated the PR in the campaign just as it was meant to do

Background

In 2019, IKEA wanted to show its commitment to sustainable consumption. But due to their democratic everyday low prices, some people perceive IKEA as “fast furniture” with durability issues. So how do you talk about sustainability when people think your products are disposable?

Describe the creative idea (20% of vote)

On a day when every retailer on planet earth was talking about the low prices we have every day, we decided to demonstrate IKEA’s durability instead. With a sale featuring only used IKEA products found on Denmark’s largest second-hand marketplace (DBA), and a direct call to action to “check DBA.dk before you buy new this Friday”. We even took over our own home page with a banner re-directing people to discover the used alternatives.

Describe the PR strategy (30% of vote)

As IKEA did not have any offers, we knew people wouldn’t come to the stores, but many would still visit online to see if there were any offers. So we kept the campaign strictly digital only with a few physical objects

Describe the PR execution (20% of vote)

We created an overlay of our webshop that would direct customers to a second-hand shop. At the same time we created SoMe posts and poster where we promoted second products that were being sold on that site

List the results (30% of vote)

The Black Friday (Re)Sale inspired shoppers to save more and waste less, proving IKEA furniture doesn’t have to end up in landfill. The message was picked up by all national news carriers and major media outlets: 3.5 MILLION NEWS COVERAGE VIEWS ON BLACK FRIDAY +40,000 RE-DIRECTED CUSTOMERS +877% IKEA SEARCHES ON DBA 67% OF DANES REACHED 24% INCREASE IN BRAND IMAGE Black Friday ONLINE SALE – INDEX 170 compared to the year before