IKEA: Don’t Sleep On It

IKEA, a flat-pack furniture company, increased breast cancer examinations in Saudi Arabia by redesigning their Kransborre cushion to resemble a breast, acting as a daily reminder to self-check.

Campaign details

Brand: IKEA Brand owner: IKEA Entrant company: Leo BurnettIdea creation: Leo Burnett Riyadh Market: Saudi Arabia Sector: Furniture & furnishings retail Media channels: Point-of-purchase, In-store, Public relations, Online video, Social media, Word of mouth, Influencers, KOLs, Packaging & design, Content marketingBudget: Up to 500k

Executive summary

During Breast Cancer Awareness Month, many brands and NGOs encourage check-ups. One month a year, however, is not enough to stop a disease that can manifest at any time. Checking oneself for signs of breast cancer...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands