Ogilvy Social Lab Brussels reframes affordability for IKEA with "Price Per Moment" campaign
Ogilvy Social Lab Brussels (OSL) has launched a new 360-campaign for IKEA Belgium and Luxembourg that offers a new way to express the value behind IKEA's affordability, by pricing not just the product, but the long-lasting moments it creates.
The campaign, currently live across Belgium in print, out-of-home, social and digital, brings a fresh new perspective on value in today’s retail context. While most brands race to remove zeros from their price tags, IKEA went the other way and looked at the bigger picture.
€ 0,00000063 per jump for joy.
€ 0,0000024 per tail wag.
€ 0,000000018 per once upon a time.
€ 0,00000000076 per butterfly.
Each execution features a real IKEA product alongside its standard price, accompanied by a second, almost infinitesimally small cost calculated for the specific moment that product enables over time. A sofa becomes the stage for a child's jump for joy. A portable lamp illuminates a bedtime story. A chair witnesses a first kiss. A dog toy earns a tail wag.
The result is a campaign that boldly re-confirms one of the core ideas of IKEA: that the true value of a home isn't measured strictly in euros, but in the countless everyday moments that happen inside it.
"Brands usually remove zeros, but affordability is about so much more than just a price tag," said Jeremie Goldwasser, Executive Creative Director at Ogilvy Social Lab Brussels."That’s why we added some. By breaking down the cost into the thousands of memories a product helps create, we wanted to celebrate the real, emotional return on investment of a home."
Credits:
Executive Creative Director: Jérémie Goldwasser (OSL)
Creatives: Karel De Mulder & Tom Galle (OSL)
Group Account Director: Stephanie Torfs (OSL)
Account Manager: Louise Laes & Victor Beckers (OSL)
Graphic Design: Xavier Vanderplancke (OSL)
Strategy Director: Alex Hardouin (OSL)
Agency Producer: Ingeborg Van Hoof (VML)
Production: Francois Chandelle & Pierre Heymans (Lovo Films)
Photo/Videographer: Dozen
Media: Alessa Vancottem & Sabine Loewenstein (WPP Media Belgium)
IKEA Belgium:
Country Marketing Manager: Aline Driesen
Marketing Communications Manager: Peter Jongert
Marketing Communications Specialist: Barbara Verbeeck
Integrated Media Manager: Céline Smidts
Integrated Media Leader: Damien Perry