SUB CATEGORY :

PRINT & OUTDOOR

ENTRANT COMPANY :

VML GROUP (THAILAND), BANGKOK

TITLE :

IKEA FLOODED ROOM

BRAND :

IKEA

ADVERTISER :

IKEA

AGENCY :

VML GROUP (THAILAND), BANGKOK

CHIEF EXECUTIVE OFFICER :

PARATTAJARIYA JALAYANATEJA

CHIEF CREATIVE OFFICER :

PARK WANNASIRI

CREATIVE DIRECTOR :

PEERAYOT PICHITNAPAKUL

ART DIRECTOR :

PINNAWAT SRISURIN/SARUN ERBCHOKCHAI/
BOTTHAWAN THREERATAKUL/THIRAWAT PRASERTSANG

COPYWRITER :

PRIM KAIBORRIBOON/CHANANCHIDA PATTARAKIATIKUN

CREATIVE SERVICE DIRECTOR :

WASCHARIN PONGSIRIVILAS

CLIENT SERVICE DIRECTOR :

WCHIRATHORN WONGATHIKOM

ACCOUNT DIRECTOR :

ANNIKA JANTAWONG

ACCOUNT MANAGER :

PAWINEE PHAYABSOONTHORN

PRINT PRODUCTION COMPANY :

VISIONARY, BANGKOK

CAMPAIGN SUMMARY :

In 2024, The northern region of Thailand faced its worst flash floods in decades, leaving thousands of homes devastated overnight. Restoring these homes became an overwhelming challenge for many people as help from the government alone wasn’t enough so Ikea wanted to be another hand to help.

We launched Flooded Room Print Ads directed to Ikea customer with the visual that they are familiar with, urging them to donate their furniture at IKEA stores. By transforming our iconic showroom visuals into flooded rooms, using AI-generated, we combine over 100 images of victims’ homes to create three striking visuals: a bedroom, living room, and kitchen. Instead of showcasing prices, the ads highlighted the emotional value of these spaces, and the memories lost to the floods.

With a media budget of 0 baht, Ikea used our assets to kick off the campaign from Ikea's official social media and website to in-store OOH media and make it viral on social media within 1 hour. The Ikea Flooded Room campaign became a testament to the hope and kindness of the Thai people because we know they lost more than a home.

CREATIVITY/IDEA/INSIGHT :

The campaign turned Ikea’s iconic showroom visual into a flooded room, creating a stunt with a visual that every Ikea customer is familiar with. We used AI to combine over 100 images of victims’ homes to create three striking visuals: a bedroom, living room, and kitchen. Instead of showcasing prices, the ads highlighted the emotional value of these spaces, and the memories lost to the floods.

STRATEGY :

Ikea has been established as part of the home furnishing community in Thailand for many years so the campaign primarily targeted to every Ikea customer to urge them to donate or trade-in their furniture and team up together with us at IKEA stores, where we could redistribute it directly to those in need by partnering with The Mirror Foundation’s- An NGO that most success in mobilizing resources for community-based in northern of Thailand.

EXECUTION & CRAFT :

With 0 baht in media and production budget, Ikea used our assets to kick off the campaign from Ikea's official social media and website to in-store OOH media in 4 branches. The campaign went viral within 1 hour and inspired thousands of people to donate and trade in their furniture at Ikea stores. The total campaign duration was up to 1-2 weeks including the donation process and logistic timeline, It is considered one the fastest responsive campaigns in Thailand to lend a hand for help in this flash flood disaster

RESULT :

The campaign went viral within 1 hour, inspiring thousands to donate and trade in their furniture at IKEA stores. In partnership with The Mirror Foundation, IKEA helped restore houses across 3 provinces in the northern region, contributing trade-in furniture worth over 300,000 Baht. The campaign reached 11 million people nationwide, generating 1.5 million Baht in free PR value and all with 0 PR production cost. The IKEA Flooded Room campaign became a testament to the hope and kindness of the Thai people because we know they lost more than a home.