Winning The Drum Awards for PR Retail is Ikea Throws in a Towel by Hope & Glory. Here is Ikea's Gold-winning case study. An example of the award-winning work / Ikea Objectives Hope & Glory's primary brief is to make Ikea synonymous with “a better everyday life for the many people” but the agency is also responsible for maintaining Ikea's place in culture and engaging younger audiences to recruit a new generation to the brand.
The brief is to look for places where Ikea can capitalize on culture and deliver its 'style, democratised' message. One way to do that is poking fun at the out-of-reach world of luxury. For example, Harry Styles wore a suit that resembled an Ikea duvet and Game of Thrones used Ikea sheepskin rugs in the HBO series.
Hope & Glory spots them, reacts to them and uses social channels to fuel the fire before taking the conversation to social-first and mainstream media. The strategy gives the opportunity to show the brand’s witty side and keeps it part of the cultural fabric. Brief Some ideas take months to develop, refine and deliver.
Some take a moment of inspiration on the tube and two hours to turn around. This campaign was the latter. The team spotted Balenciaga’s 'Towel Skirt' when it hit the brand’s Instagram page.
What was essentially a towel with a zip, retailed for £695 when Ikea sold its Vinarn towels for £16. Advertisement Nipping out to the Hammersmith store, scooping up some sunnies, a hoodie and some combat pants along the way. Within.
