IKEA ART EVENT - "IKEA HEART SCANNER"

Ogilvy Brussels

Ogilvy Brussels Bruxelles, Bélgica

Prêmios

16340

Marca: IKEA ART EVENT
País: Bélgica

Anunciante: IKEA

Titulo	IKEA HEART SCANNER
Agência	Ogilvy Brussels
Campanha	IKEA (HE)ART SCANNER
Anunciante	IKEA
Marca	IKEA ART EVENT
Data da primeira Transmissão/Publicação	2019 / 4
Sector Empresarial	Mobiliário para o lar
Legenda	IKEA (HE)ART SCANNER. If you are touched by the art, you can buy it.
História	Every year IKEA launches a very limited collection of rugs designed by several contemporary artists and sell them at an accessible price for all art lovers. Unfortunately the limited quantity creates a perfect scenario for the opportunists, who re-sell the rugs on E-Bay for up to ten times the original price. Through the experience we created, we avoid brawls, turmoil and we made people buy only if they feel the art emotionally. For first time in history, IKEA decided to use a new technology to identify the real art lovers. BACKGROUND Every year, IKEA Art Event works with contemporary artists from around the world to create an art collection. With the IKEA vision “to create a better everyday life for the many people”, art should be something that is accessible and affordable to as many people as possible. This year, eight artists, including Virgil Abloh, Craig Green and Filip Pagowski, each designed a contemporary IKEA rug. The collection was limited and in Belgium there were only 109 carpets available. The exclusive nature of the collection makes it extremely desirable all over the world. However, in other countries people were buying several carpets at once, simply to sell them again for a big profit on eBay. The IKEA pop-up experience in Paris even ended up in a brawl. IKEA Belgium wanted to avoid this and ensure each carpet found the most suitable owner. CREATIVE IDEA Art is emotional and subjective. Some artworks touch you, others don’t. We believed that only people who were truly touched by the Art Event collection should be eligible to buy it. But how could we realistically know if a person was touched by a piece of art? Introducing the IKEA (HE)ART SCANNER. Through innovative brainwave monitoring technology, we managed to measure the response of each potential buyer with a high-tech headset as they were browsing the carpets from our collection. The only way they could go home with one of these highly popular carpets, was if they had a significant emotional reaction to a specific carpet. This way, IKEA was sure that every piece from the collection would end up with someone who truly appreciated it. STRATEGY The campaign had two main objectives: 1) Ensure each carpet finds the right owner 2) Generate enough buzz and conversation from a very limited product range. In order to get people excited about this campaign we drove anticipation through a launch event for social influencers. The message was simple yet clear: even though the IKEA Art Event collection was highly exclusive, everyone had an equal chance to buy these popular rugs. To amplify the activation, we created social media assets for IKEA’s owned platforms, as well as drove earned coverage through traditional PR efforts. With this concept, IKEA managed to counter the typical ‘first come first served' principle and instead recognize the value of art – and the connection people have with it. Art is made to touch people, that’s what makes it so valuable. We wanted it to be accessible to anyone who truly loved it. DESCRIBE THE EXECUTION An EEG (electroencephalogram) detection device was used, which was adapted to work with our tailormade code. We were able to detect beta and gamma brain waves, movement, facial responses, heart beat and brain electrical activity itself; and transform all of this into easily understandable signals. When people looked at each carpet, our specially designed algorithm captured and analyzed brain and body reaction data in real time. This data was then promptly translated into an uplift score, which was projected next to the rug they just saw for the first time. If the uplift was sufficient, they could buy the rug. If not, they moved on to try the next one. That way, during a week in store, hundreds of consumers had experienced in real time a totally new and fair way of buying. RESULTS Most of the collection was sold out in just a week. None of the belgian rugs were resold on eBay No brawls Queues of people every day, happy to be there and wait to live the experience PR results: media reach: 35.840.120 in 7 different countries so far more than 124 articles in Tier 1 media around the world. 118 only in Belgium, which means almost all the media outlets covered it. All of the vehicles with positive coverage. No one speaking negatively about the experience, as it happened in other countries. No crisis ROI: x 3 38% sales increase of rugs category in all IKEA Belgium stores
Filosofia	CREATIVE IDEA Art is emotional and subjective. Some artworks touch you, others don’t. We believed that only people who were truly touched by the Art Event collection should be eligible to buy it. But how could we realistically know if a person was touched by a piece of art? Introducing the IKEA (HE)ART SCANNER. Through innovative brainwave monitoring technology, we managed to measure the response of each potential buyer with a high-tech headset as they were browsing the carpets from our collection. The only way they could go home with one of these highly popular carpets, was if they had a significant emotional reaction to a specific carpet. This way, IKEA was sure that every piece from the collection would end up with someone who truly appreciated it. STRATEGY The campaign had two main objectives: 1) Ensure each carpet finds the right owner 2) Generate enough buzz and conversation from a very limited product range. In order to get people excited about this campaign we drove anticipation through a launch event for social influencers. The message was simple yet clear: even though the IKEA Art Event collection was highly exclusive, everyone had an equal chance to buy these popular rugs. To amplify the activation, we created social media assets for IKEA’s owned platforms, as well as drove earned coverage through traditional PR efforts. With this concept, IKEA managed to counter the typical ‘first come first served' principle and instead recognize the value of art – and the connection people have with it. Art is made to touch people, that’s what makes it so valuable. We wanted it to be accessible to anyone who truly loved it. DESCRIBE THE EXECUTION An EEG (electroencephalogram) detection device was used, which was adapted to work with our tailormade code. We were able to detect beta and gamma brain waves, movement, facial responses, heart beat and brain electrical activity itself; and transform all of this into easily understandable signals. When people looked at each carpet, our specially designed algorithm captured and analyzed brain and body reaction data in real time. This data was then promptly translated into an uplift score, which was projected next to the rug they just saw for the first time. If the uplift was sufficient, they could buy the rug. If not, they moved on to try the next one. That way, during a week in store, hundreds of consumers had experienced in real time a totally new and fair way of buying.
Problema	Every year IKEA launches a very limited collection of rugs designed by several contemporary artists and sell them at an accessible price for all art lovers. Unfortunately the limited quantity creates a perfect scenario for the opportunists, who re-sell the rugs on E-Bay for up to ten times the original price. Through the experience we created, we avoid brawls, turmoil and we made people buy only if they feel the art emotionally. For first time in history, IKEA decided to use a new technology to identify the real art lovers. BACKGROUND Every year, IKEA Art Event works with contemporary artists from around the world to create an art collection. With the IKEA vision “to create a better everyday life for the many people”, art should be something that is accessible and affordable to as many people as possible. This year, eight artists, including Virgil Abloh, Craig Green and Filip Pagowski, each designed a contemporary IKEA rug. The collection was limited and in Belgium there were only 109 carpets available. The exclusive nature of the collection makes it extremely desirable all over the world. However, in other countries people were buying several carpets at once, simply to sell them again for a big profit on eBay. The IKEA pop-up experience in Paris even ended up in a brawl. IKEA Belgium wanted to avoid this and ensure each carpet found the most suitable owner.
Resultado	Most of the collection was sold out in just a week. None of the belgian rugs were resold on eBay No brawls Queues of people every day, happy to be there and wait to live the experience PR results: media reach: 35.840.120 in 7 different countries so far more than 124 articles in Tier 1 media around the world. 118 only in Belgium, which means almost all the media outlets covered it. All of the vehicles with positive coverage. No one speaking negatively about the experience, as it happened in other countries. No crisis ROI: x 3 38% sales increase of rugs category in all IKEA Belgium stores
Tipo de Mídia	Case Study
Comprimento	118 seconds
Produção	CZAR
Global Chief Creative Officer	Gabriel Araujo
Director criativo	Mathieu Cardon
Director de arte	Pieter de Lange
Redator	Pieter Decaniere
Chief Executive Officer (CEO)	Rob Hill
Chief Operating Officer (COO)	An Vande Velde
Account Director, Social Media	Chloes Vernimmen
Executivo de contas	Juliette defoux
Project Manager	Petra Steenput
Creative technologist	Lukasz Brzozowuski
Director of Creative Technology	Fernando Carreira
Public Relations Expert	OONA
Chief Creative Technology Officer	MonsterBoy
Produtor	Playtime