Awards: Shortlist
Entry code: E38001GD19
Agency: IKEA
Advertiser / client: The Smarts, Sofia
Group: E Digital & mobile, E38 Social networking solutions & community sites

Creative idea

Brief: promote IKEA new pet furniture collection LURVIG and activate people to click on the website link in social media. Budget: almost none. Solution: IKEA posted a strange post looking like a mistake of the admins. People decided it was a mistake. But then IKEA kept on doing it. And everybody got crazy. For 48 hours IKEA was only rrrRRrr-ing in every Facebook and Instagram post and comment. Result: 3 times more clicks on the website link than usual. Budget spent: 40 EUR.

Brand name: IKEA
Advertiser / client: IKEA
Product / service: IKEA
Campaign name: rrrrRRrr
Agency: The Smarts, Sofia
Web address:
Creative director: Georgi Zlatkov
Copywriter: Doroteya Slavcheva, Stoyko Kavaldzhiev
Designer: Lusina Terzyan
Account director (agency): Jana Dakovska
Client account director: Bistra Bozhikova
Managing director: Radoslav Bimbalov


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