On the 27th of June 2017, a major storm hit Istanbul and damaged many cars parked outside. In June 2018, when authorities warned citizens that a new hailstorm had been coming, people took “serious” precautions, like covering cars with carpets. Parked cars covered with IKEA carpets on them and released an Instagram post which become the most popular topic during the storm. So this was a great opportunity for IKEA to create a disruptive product displays which fits the brand’s tone of voice. Parked cars covered with IKEA carpets on them and released an Instagram. While all posts were getting 2-3K likes, a single activation got nearly 100K likes, 4.000 comments and 2M engagements.
AGENCY: TBWA/ Istanbul
CHIEF CREATIVE OFFICER: Ilkay Gurpinar
CREATIVE DIRECTOR: Arkın Kahyaoğlu
DEPUTY MANAGING DIRECTOR: Ela Bilgisel
CREATIVE GROUP HEAD: Esma Suna Erdoğan
Erdem Güler – Copywriter