Buy With Your Time | How IKEA literally transformed time into money

Numerous philosophers have hypothesized time to be a more valuable currency than money. However, none has ever equated both. With IKEA’s recent campaign called Buy With Your Time, a furniture brand has done what the philosophers failed to do.

The campaign, conceptualised by Ogilvy United Arab Emirates, was created in a bid to reward customers for travelling to IKEA stores that are typically located on the outskirts of cities. The location of the newly opened second store in Dubai further cemented the logic behind the campaign. Customers were allowed to purchase real store items using the travel time disclosed by their Google Maps Timelines. The campaign received ample traction ever since its inception and exemplified how initiatives aimed at customer welfare can double up as exemplary marketing one-offs.

We are confident that this campaign’s resultant benefit to IKEA’s brand image will reflect in future sales.

Credits
AGENCY: MEMAC Ogilvy Dubai
Campaign: Buy With Your Time
Brand: IKEA
CCO: Juggi Ramakrishnan
Group CD: Youssef Gadallah
Creative Team: Nicolás López and Fernando Montero
Client Team Leader: Hadi Ballout
Head of Production: Amin Soltani
Junior Producer: Ann Vaas
Account Director: Preeti Hothi
Account Manager: Alaa Nour
Creative Director: Karim Sherif
PR TEAM: Saad Abu Touq, Saintana Saad
Production House: Goldmine Films
Executive Producer: Madhup Agarwal
Director of Photography: Miraj Mohamed
Producer: Shaharbano Zaidi
Production Assistant: Sara Abdullah / Armela Atun / Mahesh Pottavathini
Administration & Accounts: Dona Vaas
CLIENT: IKEA Al Futtaim
GM Marketing, Communication & Interior Design: Carla Klumpenaar
Regional Communication Manager: Amer Yaghi
Regional Digital Marketing Specialist: Noha Gheith
PR and Communications Specialist: Benita Chowdhury

Tags:
Outdoor Campaign, IKEA Ads, Best Ogilvy Ads