Agency: Ymedia Wink iProspect
Client: IKEA / Market: Spain
IKEA has been a trailblazing supporter of sustainable consumption over the years. Its furniture is designed to be resold, repaired and reused. However, IKEA needed to actively change the notion that their products are semi-disposable and at odds with their commitment to sustainability. Dentsu collaborated with IKEA to develop multiple campaigns to highlight IKEA’s sustainability practices and support of the new circular economy with sustainable product sales.
In 2021, we partnered with IKEA in Spain to promote IKEA’s commitment to climate issues by creating something truly impactful, sustainable and different. We devised the ‘Activists Without Knowing It’ campaign, spotlighting action that linked ecological gestures in the home with environmental data to show that it is easy to live in a sustainable way. A documentary web series that achieved 16.6 million views on digital channels, 5% above the objectives set, inspired households and companies to play their role in sustainable behaviours.
‘Black Friday’ is notorious for driving excess, and often unnecessary, sales. This promotional flurry is unsustainable, and at odds with our resource- constrained world. IKEA set about ‘hacking’ the overconsumption event Black Friday to create ‘Green Friday’ instead. By focusing on IKEA products’ durability, we created a campaign around a sale featuring only used IKEA products. This used-furniture sales service set out to help consumers engage in the circular economy, increasing visibility of the company’s sustainability initiatives in the media and positioning IKEA as a socially and environmentally positive force.
We addressed the emblematic, but paper-hungry, IKEA catalogue in our digital campaign by encouraging customers to access the catalogue in its digital format. Although the catalogue can also be found in stores, it is a priority, and a key component of IKEA’s path to sustainability, to drive customers to the more environmentally friendly digital version with targeted campaigns. The campaign generated 1.8 million visits to the digital IKEA catalogue.
Overall, the Activists Without Knowing It, Green Friday and digital catalogue campaigns inspired consumers to think more about their own consumption habits, highlighted the sustainability of IKEA’s products and showed customers the steps IKEA is taking to support sustainability through digital choices. Overall, the combined campaigns received upwards of 600 million impressions.
Customers want to make sustainable choices and IKEA has created a community in which these choices are easy to make and create tangible and immediate impact.
U.S. Pharmaceutical Manufacturer
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
Suraksha Ka Teeka
As per the Global Fund 2020-22 Report, Malaria is one of the major public health problems in India. With children 5 times more vulnerable to this disease, their cases were witnessing a sudden ou...
The Everything Book
A pioneer in modern education, The Everything Book is an internet signal aggregator. It houses a cloud-based AI packet broadcaster and assembler service that combines weak 2G mobile networks aro...
Foot Locker
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
DENTSU CREATIVE China: KFC Re:Store
KFC is the largest and most successful restaurant brand in China. Launched in 1987, the brand has grown to encompass over 9,000 stores in 1,600 cities. A steady stream of innovation has kept the...
More Than That with Gia Peppers
Created for Black audiences and produced and distributed exclusively by underrepresented businesses, the series aims to address the inequities in the advertising supply chain by providing a plat...
The story of Siemens and a town’s energy blueprint for th...
Sustainable World
Isobar: The Perfect Candidate – Australian Futures Project
Working with Australian Futures Project, we shifted Australia’s national conversation during election time.
dentsumcgarrybowen: In Love We Trust with Sinyi Realty
Together with dentsumcgarrybowen Taiwan, Sinyi worked to produce “In Love We Trust”, a short film to encourage young Taiwanese to overcome their fear of commitment and to seeking lasting love an...
1st for Women: 16 Days of Light
Diversity and inclusion
FoxP2: First For Women
Fearless
Facing fear to empower women
Merdeka LHS: The Coca-Cola Company
For The Human Race
"For The Human Race" celebrates resilience and stubborn optimism by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis.
ViiV Healthcare: Delivering Unique Customer Journeys
Disrupting online search results to raise awareness about...
SDG3 target 3.4: by 2030, reduce by one third premature m...
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite thes...
The Story Lab: Street Stars
Our challenge was clear: To show our clients and media owners that we can attract and therefore monetise the attention of an extremely valuable audience.
FoxP2: IndieFin
For a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy genera...
Isobar: Volkswagen
Road Tales
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Pre-register for our 2019 Digital Society Index
dentsumcgarrybowen: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Vizeum: GhanaPostGPS
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.