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.
To inspire behavioural change, IKEA needed a contextual environment that could create a deeper emotional connection and contribute towards the campaign’s broad scale – making Cinema a perfect fit.
Plan
IKEA revved up the emotional punch of their campaign by utilising the scale and immersive nature of cinema to build a deeper and more emotional connection with consumers, alongside TV, BVOD/OLV, Radio, OOH & Social.
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 over £180m incremental revenue to IKEA and an exceptional ROI that was significantly ahead of figures from the previous two years.
At an individual level, Cinema was proven to be the top channel for efficiently delivering penetration compared to the other media and driving brand desire. On this metric cinema delivered a 7% contribution despite only accounting for 1.2% of the overall media spend, four times more effective than the next best channel.
Cinema clearly demonstrated its ability to deliver a deeper emotional connection with the core IKEA message and the results re-affirm its position as a “primary brand-building channel” for the brand.
