Wake-up! It’s Time For A Better Sleep
Summary: To prove a better sleep environment is more powerful than single fixes, IKEA defied a contracting, specialist-led sleep market by proving its sleep expertise through an integrated campaign. It combined a radical live public experiment with a commercial rollout. This real-life evidence fueled advertising, driving brand trust to a 5-year high and purchase intent to a 3-year high. We grew market share in Bedroom Furniture (+3.1pts) and Mattresses (+1.9pts), generating €1.4M incremental revenue despite markets contracted to -4.12% and -3.38%. Authentic proof drove both brand authority and commercial success.
Lead Agency(s): Ogilvy Social.Lab Brussels, Mindshare (Belgium)
Contributing Agency(s): OONA/BAAS
Client / Brand: IKEA (Belgium) / IKEA
Effie Award(s): Bronze
Get It Fixed
Summary: To ensure future growth and attract new customer groups, jem&fix needed to create a brand narrative that increased emotional engagement through a humorous and popular communication universe.
With a distinct and consistent effort, jem&fix has succeeded in strengthening both the reputation and differentiation of the brand and building the strongest brand in the category (Brand Asset Valuator).
This has increased penetration by attracting several new customer groups that have contributed positively to the brand’s commercial growth.
Lead Agency(s): Uncle Grey
Contributing Agency(s): DENTSU
Client / Brand: jem & fix
Effie Award(s): Bronze
