Title | FIFTYFIFTY |
Brand | IKEA |
Product/Service | IKEA |
Category |
B01. Social Engagement |
Entrant
|
EDELMAN UK London, UNITED KINGDOM
|
Idea Creation
|
EDELMAN UK London, UNITED KINGDOM
|
PR
|
EDELMAN UK London, UNITED KINGDOM
|
Production
|
LIVE NATION SWEDEN AB Stockholm, SWEDEN
|
Production 2
|
FOREAL Trier, GERMANY
|
Credits
Stefan Ronge |
Edelman |
EMEA Co-Chief Creative Officer |
Mattias Ronge |
Edelman |
EMEA Co-Chief Creative Officer |
Martin Jon Adolfsson |
Edelman |
Creative Director |
Sabine Stromsky |
Edelman |
Art Director |
Oscar Muller |
Edelman |
Copywriter |
Claire Fraser |
Edelman |
Associate Director |
Joanna Tatchell |
Edelman |
Head of Brand Strategy |
Chris Wilcocks |
Edelman |
Client Lead and Senior Director |
Lucie Hackman |
Edelman |
Executive Producer |
Stefania Basile |
Edelman |
Junior Project Manager |
Joel Wilson |
Edelman |
Junior Producer |
Melody Achi |
Edelman |
Associate Director - Digital |
Rob Kruszewski |
Edelman |
Senior Designer |
Emma Zadravetz |
Edelman |
Project Director |
Rene Pannevis |
Edelman |
Editor |
Judy John |
Edelman |
Global Chief Creative Officer |
Why is this work relevant for PR?
FiftyFifty is a light-hearted, interactive digital card game with an important purpose. Designed to earn attention online, FiftyFifty aimed to raise awareness and move gender equality in the home forward. IKEA, the brand behind the game, exists to make home better for the many. The accessible interactive game activated this brand belief in a fresh and meaningful way that could be implemented in multiple regions. Engaging 522K+ players worldwide and earning 916million impressions, FiftyFifty generated overwhelming positive sentiment for IKEA, while making a real difference to the players.
Background
IKEA exists to create a better life at home.
The Organisation for Economic Co-operation and Development (OECD) found that women do three times more housework than men. Time spent on housework is time that can’t be spent on other things, so addressing this is super important for the progress of gender equality.
The work-from-home culture that came with Covid made the problem even worse.
BRIEF
For International Women’s Day, IKEA wanted a campaign that would help shift inequalities in the home and demonstrate its belief that an equal home is a better home.
OBJECTIVES
• Create multi-market presence around International Women’s Day activation.
• Build equity around IKEAs equality commitments and belief that all homes should be created equally because a better home creates a better life.
Describe the creative idea (20% of vote)
IKEA exists to create a better life at home.
The Organisation for Economic Co-operation and Development (OECD) found that women do three times more housework than men. Time spent on housework is time that can’t be spent on other things, so addressing this is super important for the progress of gender equality.
The work-from-home culture that came with Covid made the problem even worse.
BRIEF
For International Women’s Day, IKEA wanted a campaign that would help shift inequalities in the home and demonstrate its belief that an equal home is a better home.
OBJECTIVES
• Create multi-market presence around International Women’s Day activation.
• Build equity around IKEAs equality commitments and belief that all homes should be created equally because a better home creates a better life.
Describe the PR strategy (30% of vote)
Insight: Covid has impacted roles and responsibilities in the home (women have done disproportionately more, and for some men more time at home has been a moment of awakening to the imbalance).
Tension: The gender debate is often divisive. Yet to change things men and women need to be able to come together openly around the issue.
Approach: Use 2021 as a reset opportunity - start a conversation within households about how individuals approach life at home and the roles they take on – fostering curiosity, openness and understanding.
Audience: designed for millennials re-evaluating how they live together; usable by any household. Using Instagram as primary channel allowed IKEA to create a visual, playful, sharable experience.
Research: Strategy informed by Globescan report on gender equality (17 markets, landscape, expert interviews, consumer opinion), IKEA primary research, psychologist interviews.
Describe the PR execution (20% of vote)
Together with a relationship expert Jennie Miller, we turned psychoanalytical questions into playful conversation starters, inspired by games like Cards Against Humanity and School of Life.
Players answered questions like, “What’s your worst home habit” and “Do you do any housework that goes unnoticed?”, from their own perspectives, sparking fun and useful discussions.
We used the Instagram Stories interface to feel like a physical card game for a real-life experience.
The games was adapted for 25 markets.
Now a permanent feature on IKEA’s Instagram Highlights, available globally at any time.
To gain earn attention and relevance, FiftyFifty was launched on International Women’s Day together with Swedish pop star and passionate feminist Zara Larsson.
Content films of Zara Larsson playing the game with her boyfriend demonstrated the game and attracted attention.
Campaign polls and quizzes highlighted the problem and drove Instagram engagement.
List the results (30% of vote)
Reach & Engagement
• 916M+ Earned reach
• 522,000+ players worldwide
• 541K+ video views on social, across global and country retail channels
• 11.9M impressions on owned social channels
Sentiment
• 96% Positive to neutral sentiment
Scale
• IKEA’s most activated social impact campaign of all time
• Activated in 25 countries (out of a possible 31)