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Creative Award
Paris, France
IKEA - "Buy With Your Time" by PHNX Awards 2021

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TitleBuy With Your Time
BriefWe saw an opportunity to reward IKEA’s loyal customers who previously made the trip by turning the effort and time they went through to get there into a strength. By leveraging Google Maps timeline, we created a direct activation that converts time spent to make a trip to IKEA stores into a currency that allows people to buy IKEA products based on the average salary* of people living in Dubai. This worked through Google Map’s timeline function that records past routes taken, where customers were able to show how many minutes they had spent on previous IKEA trips and this accumulated time was converted into a currency that allows them to spend on IKEA products.*(https://www.guide2dubai.com/living/expat-life/dubai-salary-and-pay-scale)
Agency
Campaign Buy With Your Time
Advertiser IKEA
Brand IKEA
Date of First Broadcast/Publication 2020 / 2
Business Sector Home Appliances, Furniture & Gardening
Story We saw an opportunity to reward IKEA’s loyal customers who previously made the trip by turning the effort and time they went through to get there into a strength. By leveraging Google Maps timeline, we created a brand activation that converts time spent to make a trip to IKEA stores into a currency that allows people to buy IKEA products based on the average salary* of people living in Dubai. This worked through Google Map’s timeline function that records past routes taken, where customers were able to show how many minutes they had spent on previous IKEA trips and this accumulated time was converted into a currency that allows them to spend on IKEA products.
Philosophy IKEA superstores tend to be located far from city centers. So along with opening a second store in Dubai, we also gave families a bigger incentive to make trips to IKEA. We offered to convert the time they spent on the road into money, which they could use to buy IKEA products.
Media Type Case Study
Length
Chief Creative Officer
Group Creative Director
Creative Team
Creative Team
Client Team Director Hadi Ballout
Head of Production
Junior Producer
Account Director
Account Manager
Creative Director
PR Team
PR Team
Production Company
Executive Producer
Director of Photography (DOP)
Producer
Production Assistant
Production Assistant
Production Assistant
Account Management
General Manager Marketing
Communication & Interior Design
Brand Communications Manager
Digital Marketing
PR Communications Manager