IKEA – CIRKULÄR

Circular service and campaign combined, CIRKULÄR empowers and inspires people to live more sustainable lives at home.

 

How it worked.

 

Buyback.

 

We launched the first part of the campaign by running ads without any furniture, for the first time in IKEA history. The ads asked people to sell their old classics back to us, and so they did, bringing back 155.000 pieces of IKEA classics before Black Friday.  

 

Resell.

 

We then restored and advertised the old furniture at discounted prices in the campaign’s second part, asking people to save more than money, if they couldn’t tell the difference between new and old.

 

Vintage Sale.

 

And to top it all off, we bought back our old design classics from several second hand sites, and resold them at original prices on Black Friday, both physically in events at IKEA warehouses and digitally on Instagram Live.

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Awards & Accolades

 

  • Gold Lion in Direct / Market Disruption

    Silver Lion in Direct / Retail

    Shortlisted in Brand Experience & Activation / 360 Integrated Brand Experience

    Shortlisted in Brand Experience & Activation / Retail Promotions & Competitions

    Shortlisted in Brand Experience & Activation / Costumer Acquisition & Retention

    Shortlisted in Creative Commerce / Sustainable Commerce

    Shortlisted in Creative Commerce / Retail

  • Grand Prix in Media

    Gold in Media / Corporate Purpose & Social Responsibility

    Bronze in Media / Market Disruption

    Bronze in Creative Business Transformation / Product & Service Design

    Bronze in Creative Strategy / Market Disruption

    Bronze in Creative Commerce / Sustainable Commerce

    Bronze in Integrated

    Shortlist in Media / Social Behaviour

    Shortlist in Brand Experience & Activation / Costumer Acquisition & Retention

    Shortlist in Creative Business Transformation / Experience Transformation

    Shortlist in Design / Consumer Products

  • Shortlisted in Digital / User Participation

    Shortlisted in Digital / Integrated

  • Bronze in Public Relations: Events & Experential

    Merit in Integrated: Integrated Brand Campaign

    Shortlisted in Creative Effectiveness: Multi-Country or Global

  • Silver in Retail Services

    Silver in Public Interest – Environment

    Shortlist in Professional Products & Services

    Shortlist in Events

    Shortlist in Promotions & Incentives

    Shortlist in Integrated Campaigns

  • Finalist in Transformative Business Impact: Customer Experience

    Finalist in Non-Traditional: Retail

    Bronze in Ambient & Activation: Direct Marketing - Consumer

  • Bronze in Retail and Fashion

  • Silver in Events

    Shortlisted in Integrated Campaigns

    Shortlisted in Promo & Activation

    Shortlisted in Art Direction

  • Silver in The Greater Good

    Shortlisted in The Big Idea

    Shortlisted in Branded Content: Creative Campaign

  • Silver in Advertising: Sustainability & Environment

    Peoples Lovie Winner in Advertising: Sustainability & Environment

 
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