IKEA - "IKEA co-worker for the day"

Ogilvy UAE

Ogilvy UAE Dubai, United Arab Emirates

Awards

6887

Brand: IKEA
Country: United Arab Emirates

Advertiser: IKEA

Title	IKEA co-worker for the day
Agency	Ogilvy UAE
Campaign	IKEA co-worker for the day
Advertiser	IKEA
Brand	IKEA
Date of First Broadcast/Publication	2022 / 2
Product	Retail furniture
Business Sector	Home Appliances, Furniture & Gardening
Story	A FUNNY PLAY ON A FASHION FAIL How to demonstrate that with the IKEA app you have all that you need? We hacked all the people at IKEA store, wearing in yellow. The “Co-worker for the Day” campaign turned customers who came to the store wearing yellow—the colour worn by employees— into assets during the Swedish retailer’s busiest sale season. The yellow-shirted customers were given the IKEA app, so they could guide customers around the store and answer questions. Those who participated were rewarded with a gift voucher toward their next purchase.
Philosophy	During sale season, Al-Futtaim IKEA’s foot traffic can increase by over 600%. While that’s great for business, the bad news is, co-worker numbers remain the same. To combat this, the region’s leading Swedish home furnishing retailer took advantage of a very common fashion mishap: wearing a yellow shirt to your local IKEA. Yellow is the colour IKEA co-workers proudly wear but if you’re a customer it can lead to an awkward encounter or two as you’re mistaken for one of the team. For its upcoming sale season, IKEA wanted to take advantage of this and turn those yellow shirted customers into its greatest asset. Enter IKEA co-worker for the day campaign, a promotion where customers could become IKEA co-workers for a few hours as long as they were already wearing a yellow shirt. Their secret weapon was of course the IKEA app. Armed with the app, they would have the same knowledge of IKEA as an actual co-worker. Using the IKEA app, co-workers for the day could point other customers to the best deals around the store. Whatever another customer needed, the app had all the answers. In exchange for their not-so-hard work, IKEA would reward the ‘co-workers of the day’ with a gift voucher that can be redeemed on their next purchase. The IKEA app allows customers to browse the complete range, add products to a shopping cart and complete their purchase journey with a secured and seamless checkout. The new enhanced visual scan allows customers to search for products by simply clicking a picture. Additionally, they can scan barcodes, and article numbers to get product information, stock availability and join as an IKEA Family member accessing discounted member prices on selected IKEA products. The app is available in English and Arabic. Through this promotion, IKEA was able to turn the yellow shirts for customers into an asset during the busiest season. This also showed the whole UAE community why downloading the IKEA app is essential for all their needs while shopping at IKEA. With the app, IKEA proved that anyone has what it takes to be an IKEA co-worker for the day.The IKEA app allows customers to browse the complete range, add products to a shopping cart and complete their purchase journey with a secured and seamless checkout. The new enhanced visual scan allows customers to search for products by simply clicking a picture. Additionally, they can scan barcodes, and article numbers to get product information, stock availability and join as an IKEA Family member accessing discounted member prices on selected IKEA products. The app is available in English and Arabic. Through this promotion, IKEA was able to turn the yellow shirts for customers into an asset during the busiest season. This also showed the whole UAE community why downloading the IKEA app is essential for all their needs while shopping at IKEA. With the app, IKEA proved that anyone has what it takes to be an IKEA co-worker for the day.
Media Type	Case Study
Length	92 seconds
Chief Creative Officer	Till Hohmann
Group Creative Director	Cristiano Tonnarelli
Creative Director	Jean-Pierre de Villiers
Senior Art Director	Osama Siddiq
Creative Copywriter	Saleh BenBrahim
Managing Partner	Hadi Ballout
Senior Account Manager	Alaa Nour
Senior Account Executive	Haya Dajani
Chief Creative Officer	Till Hohmann
Group Creative Director	Cristiano Tonnarelli
Creative Director	Jean-Pierre de Villiers
Senior Art Director	Osama Siddiq
Creative Copywriter	Saleh BenBrahim
Managing Partner	Hadi Ballout
Senior Account Manager	Alaa Nour
Senior Account Executive	Haya Dajani