Ikea: Buy with your time

IKEA, a furniture and homeware brand, launched an activation that converted the time spent on a trip to IKEA into a currency that people could use to purchase items from IKEA in the UAE.

Campaign details

Brand: IKEAAgency: Memac Ogilvy

Campaign Summary

With IKEA's superstores located on the outskirts of the city, a trip there becomes a long journey commitment that takes time and effort. By leveraging Google Maps timeline, we saw an opportunity to reward IKEA's loyal customers who made the trip regardless. Turning a trip barrier into a strength, we created an activation that converts time spent to make a trip to IKEA stores into a currency that allows people to buy IKEA products, which resulted in 30% increase in store footfall compared to our KPI in one day....

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