This campaign is relevant in the OUTDOOR category because is thanks to this media that the brand captures the precise moment when a pet parent discovers their pet has broken an IKEA product at home. Through the motifs, the campaign not only shows that IKEA products are affordable but also tells a meaningful story for this growing brand’s audience. The campaign was showcased in huge hoardings 100x10m that made very easy for the audience to spot the broken product as well as the “guilty” pets. Being a format that converted very nice into the brand’s consideration towards affordability.

Launching this campaign in the Middle East, where pet ownership is a relatively new trend, adds an intriguing cultural dimension to the project. In key markets for IKEA Al-Futtaim within the region, there's a noticeable surge in pet ownership due to evolving lifestyles, urbanization, and an influx of expatriates. According to recent Pet World Arabia exhibition in Dubai, in the UAE alone the local pet industry boasts a worth of $300 million, with approximately 1.5 million pet owners.

This evolving behavior reflects a growing acceptance of pets as integral members of households. That’s where the relevance for IKEA stands: IKEA is a home brand, whose mission is to create a better everyday life of the many people.

Bridging the gap between traditional views of pets as functional assets and the emerging trend of regarding them as cherished companions. By tapping into the shared experience of all pet owners, it aims to forge an emotional connection with the audience. Furthermore, it highlights IKEA's values of affordability and accessibility, which traditionally resonate strongly in the region. Through this approach, the campaign aims to resonate with Middle Eastern consumers, fostering a deeper connection with IKEA and its offerings.

Pet ownership in the key IKEA Al-Futtaim markets in the Middle East is on the rise: with approximately 1.5 million pet owners, or as they prefer to be called, pet parents (source: Pet World Arabia exhibition in Dubai).

IKEA's goal was to connect with this emerging and growing audience by a one of the brand’s core values that resonates more in the region: Affordability.

The objectives outlined in the brief included to engage with this expanding audience, enhancing the perception of affordability within the region, driving sales growth specifically within the range of items priced between 0-100 AED (approximately 0-25$), and accentuating the prominence of affordable products in IKEA's offerings.

- Sales of IKEA’s “affordability range” from 1 -80 Dhs increased by a 11.5%.

- The campaign had a 98% positive social sentiment in social media.

- An average of 300k per day drives through Hessa billboard.

- An average of 300k per day drives through Jumeirah billboard.

- An average of 450k per day drives through Al Khail H5 billboard.

- An average of 850k per day drives through Umm Suqeim billboard.

- IKEA’s affordability perception in the Region increased by 6%.

- The campaign became viral and had an increase of 5222% of interaction compared to the previous campaign launched by the brand in the region.

-The campaign got an estimated of 6.1 billion impressions. With an approximate of $18 Million in earned media.

- The campaign was shared across 73 countries. Highlighting all the key Markets where IKEA Al-Futtaim is present (UAE, Oman, Egypt, Qatar).

The humor insight behind the campaign stems from the relatable chaos of living with pets. That overlap of feelings: you get upset at the pet because they accidentally broke something at home… but you can’t because they’re innocent, cute, and funny.

By capturing the very precise moment on the POV of the pet owner discovering the aftermath of their pet's “accidental” mischief, the campaign invites viewers to laugh at the situation and empathize with the frustration of having items broken.

Why? Because they’re not worth the frustration. Because they’re affordable. They’re IKEA.