Digital Grand Prix

TBWA\ISTANBUL, TURKEY, ‘Hailstorm in Istanbul’, IKEA

THE IDEA

On the 27th of June 2017, a major storm hit Istanbul and damaged many cars parked outside. In June 2018, when authorities warned citizens that a new hailstorm had been coming, people took “serious” precautions, like covering cars with carpets. So this was a great opportunity for IKEA to create a disruptive product display which fits the brand’s tone of voice. Parked cars were covered with IKEA carpets and photos were posted to Instagram becoming the most popular topic during the storm. While all posts were getting 2-3K likes, a single activation got nearly 100K likes, 4.000 comments and 2M engagements.

This campaign for IKEA is possibly the best ‘real-time response’ idea any of us on the Jury had ever seen. Digital Jury President, Alan Kelly, Executive Creative Director, Rothco Accenture Interactive