IKEA Belgium

Peter Jongert, Client
Kaat Van Noten, Client
Aline Driesen, Client

Ogilvy Social Lab *Lead Agency

Willem Van Den Hoof, creation
Clémentine Bailly, Creation
Marine Quere, creation
Alex Hardouin, Strategy
Caroline Charles, Account Management
Georgia Vandenberghen, Account Management

Oona

Mindshare Belgium

Amélie Cavenaile, Media agency

Historically, it’s tough to significantly progress key brand metrics with a single campaign for a category leader like IKEA. But that’s exactly what ‘I Love You But …’ achieved in Belgium in just five months. By successfully using Belgian insights into cohabitation frustrations to localize an appealing multi-market concept, and cost-effectively implementing a 360° campaign, IKEA reversed negative trends and scored exceptional positive shifts in ‘local enabler’ (+4 pts)49, ‘emotional meaning’ (+4 pts = highest ever score)50, and generated 32,1 million euros incremental turnover 51.