| Title | BLACK FRIDAY RE(SALE) |
| Brand | IKEA DENMARK |
| Product/Service | IKEA DENMARK |
| Category |
E01. Corporate Image, Communication & Reputation Management |
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Entrant
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HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
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Idea Creation
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HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
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Media Placement
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VIZEUM Copenhagen, DENMARK
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Production
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HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
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Credits
| 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