Awards

Ogilvy Social.Lab and IKEA win Bronze award at the IAB MIXX Awards

Brussels, October 17th, 2019 – Last night, the IAB MIXX Awards took place at Tour & Taxis. Ogilvy Social.Lab and IKEA Belgium won Bronze in the category ‘Best Use of Mark-ad tech tool’ for their campaign THE IKEA (HE)ART SCANNER.

Each year, the IAB MIXX Awards recognizes the best digital campaigns. This year, all categories were modified and renewed in order to better reflect the ever-changing market. Thus, the new category ‘Mark-ad tech’ was introduced, in which the most innovative tools and platforms helping actors in the marketing industry, are rewarded. Ogilvy Social.Lab and IKEA Belgium took home Bronze in the category ‘Best Use of Mark-ad tech tool’ for their groundbreaking THE IKEA (HE)ART SCANNER, created in collaboration with Oona Antwerp, Monster Boy and Playtime. 

The IKEA (HE)ART SCANNER campaign was developed in the context of IKEA’s fifth Art Event collection, that consisted of eight handmade rugs, designed by renowned contemporary artists such as Virgil Abloh, Craig Green and Filip Pagowski. The idea behind the campaign was to make art more affordable and accessible to a wider public. However, the collections are always limited and exclusive and many people just buy them for the purpose of reselling and making a profit. IKEA Belgium wanted to avoid this type of organized resale by offering true art lovers a chance to buy the limited-edition carpets. So, they appealed to Ogilvy Social.Lab to create a groundbreaking campaign, using brain sensing technology to identify these art lovers.

The technology that was used, measured whether people emotionally reacted to the rug in front of them. First, the resting brain activity was taken into consideration. After that, the emotional reaction to the rug was measured. Only people whose emotional increase was 70% or more, were allowed to buy the carpet in question. 

Although Ogilvy Social.Lab adopted an existing headset to measure emotional reaction, it did develop the software that was used during the campaign.

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About Ogilvy | Social.Lab Belgium

About Ogilvy Social.Lab Belgium 


Ogilvy Social.Lab is not a traditional agency.

Initiated by Yves Baudechon and Gilles Bindels, the partnership between Ogilvy Social.Lab which began in Belgium in 2013 has been very successful and has spread to nine countries around the world, including the USA, France and the UK where Social Lab has become a key part of the Ogilvy offer. 

Ogilvy Social.Lab is a dynamic community of multidisciplinary social-at-heart specialists that bring together the best of Ogilvy’s creativity and strategy with the agility and performance focus of Social.Lab to truly make brands matter in the Social Age. Ogilvy Social.Lab understands that social is more than just another digital channel. It is the medium that lives in the palm of our hands, reaching people wherever they are and where they want to be. We help Brands and Organisations unlock the business value of social in this new, more complex world by combining the power of creative content with the sophistication of data enriched insights and media targeting to deliver effective results.

We excel in both the creation of experiences and in the analytics required to optimise and deliver effective campaigns. We like to refer to ourselves as an agency that combines storytelling and the system of distribution.

If you are comfortable with very traditional and conventional communications, then we are probably not the best match for you. But if you are looking for a partner that will challenge the way the majority thinks and walk with you bravely into the new world of marketing and communications ... then we are the perfect fit! Our commitment - giving you our best, effecting change and delivering results.

Our motto is the best is yet to come.

Bring it on.

Contact

Square Victoria Regina 1 - 1210 Brussels

+32 493 04 57 30

quentin.glode@ogilvy.com

ogilvy-sociallab.be