2021 was IKEA’s ‘Leap Year of Sustainability’ making it the brand’s core focus and singular central message across all brand activity across the year. IKEA needed to demonstrate that living more sustainably was achievable for ‘the many’ by showcasing solutions that were accessible to people regardless of circumstances and across the household income spectrum.
Plan
The campaign’s longest Little Robot 60” asset ran in cinema as part of a broad AGP buy and across Family AGP titles to upweight engagement with families. Working closely with DCM, IKEA made sure that all the campaigns were certified as ‘green’. This meant that electricity at the sites used had to be 100% renewable and the campaign had to be shown at chains that no longer used physical film reels, instead delivering films digitally, reducing their carbon footprint.
Results
The ‘Leap Year of Sustainability’ brand campaign delivered positive results across brand KPIs.
£180m+
in incremental revenue delivered to IKEA, with ROI significantly ahead of the previous two years
7%
contribution to ‘brand desire’ from cinema, despite accounting for just 1.2% of media spend, making it 4x more effective than the next best channel
