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IKEA case study

Home furnishing, on Ad Space screens in Kuwait.

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IKEA brought its Ramadan catalogue into women's salons across Kuwait

Working closely with UM, IKEA's media agency in Kuwait, part of Omnicom, one of the largest marketing communications groups

Estimated impressions

2.1M 100% women

Campaign: 4 weeks

  • IKEA ad: the IKEA catalogue and a phone opening it, Flip it, scan it, love it, inspiration for your home, in Ramadan lantern light

    English creative

  • IKEA ad in Arabic: the IKEA catalogue and a phone opening it, flip, discover and enjoy, inspiration for your home

    Arabic creative

Goal

Launch IKEA's Ramadan catalogue to the women who plan the month's gatherings.

Audience

Women, in every women's salon on our network in Kuwait, for the whole of Ramadan.

Across Bneid Al-Gar, Jabriya, Khalidya, Kuwait City, Mahboula, Maidan Hawally, Mangaf, Mansouriya, Qortuba, Sabah Al Salem, Salmiya, Shaab, Shaab Al Bahri and Yarmouk.

Result

The catalogue creative, in English and Arabic, had a full month in front of women during a visit long enough to scan it.

What we did

Working closely with UM, IKEA's media agency in Kuwait and part of Omnicom, one of the world's largest marketing and communications groups, we ran the Ramadan creative in every women's salon on our network in Kuwait, for the whole month.

The creative, made for the season, showed the new catalogue and the phone it opens on: flip it, scan it, love it. It ran in English and Arabic, in landscape and portrait, so every screen in the salon showed it whole.

The same creative in two languages let each salon see it in the language its visitors prefer.

Takeaway

Ramadan gatherings are planned by women with time to browse, so IKEA put its catalogue where they sit for an hour with a screen in front of them.

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