Carla Klumpenaar
GM Marketing, Communications, ID Design at IKEA
阿拉伯联合酋长国
标题Buy 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)
广告公司
广告战役 Buy With Your Time
广告主 IKEA
品牌 IKEA
首次发布日期 2020 / 2
行业领域 家用电器、家具及园艺工具
剧情简介 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.
哲学 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.
媒体类别 案例研究
长度
首席创意官
集团创意总监
创意团队
创意团队
Client Team Director Hadi Ballout
Head of Production
Junior Producer
客户总监
客户经理
创意总监
PR Team
PR Team
制作公司
执行制片
摄影指导
制片
Production Assistant
Production Assistant
Production Assistant
Account Management
General Manager Marketing
Communication & Interior Design
Brand Communications Manager
Digital Marketing
PR Communications Manager

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