Cannes Lions
WE ARE SOCIAL, Milan / IKEA / 2019
Overview
Entries
Credits
Background
Everybody loves pets. However, many of them still don’t have a home, because people prefer buying rather than adopting.
Idea
In order to find a home to the pets without one, we hacked IKEA’s iconic commercial format, turning it from a tool designed to make people buy into a tool designed to make people adopt.
Strategy
IKEA’s product range is ideal for anyone willing to enjoy a fresh start.
But when it comes to new beginnings at home, there's no sofa, lamp or piece of furniture that can be compared to a new roommate. That’s why we invited users to make their home cozier adopting: sharing a new beginning together with the pets that had no home.
Execution
In partnership with ENPA, the national board for the animal protection in Italy, we made several cats and dogs protagonists of our communication,
putting the spotlight on them, rather than on our products.
We invited users to make their home cozier... adopting.
Because there’s nothing like a pet that makes a house a home.
Outcome
+800%
TRAFFIC ON ENPA’S WEBSITE
1 PET ADOPTED EVERY 2 HOURS
DURING THE CAMPAIGN
+3M TOTAL IMPRESSIONS
2.5M TOTAL REACH
TOP PERFORMING CONTENT
WITHIN IKEA ITALIA SOCIAL MEDIA HISTORY
MEDIA BUDGET
0
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