Submitted by OgilvyAgency IPI Score 95/100

Dubai 2

Content Creation

Ogilvy built the number 2 out of IKEA furniture to announce the brand's second Dubai store, aiming to generate word-of-mouth and drive footfall.

Case in 60 seconds

IKEA was opening its second store in Dubai and needed to create awareness, spark word-of-mouth, and drive footfall to it.

The single most important fact was simply that this is the second store, which the numeral 2 can carry on its own.

Build the number 2 entirely from IKEA furniture so the announcement is made in the brand's own product.

Ogilvy created a visual language of the furniture-built number 2 to spread the message that the second store is now open.

The source states the goal of word-of-mouth and footfall but publishes no measured reach, footfall, or sales outcome.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Dubai residents and prospective IKEA shoppers who need to know a second, more convenient store has opened.
A second-store opening can read as routine retail news that the public easily ignores.
The campaign had to make a simple announcement feel distinctive and worth talking about.
IKEA used its own furniture as the medium, making the product the message.
A single clear symbol built from recognisable product is instantly legible in out-of-home and ties the news to the store's offer.

Creative & Execution System

Assets & channels

  • Number 2 built from IKEA furniture
  • Out-of-home / visual campaign

Partners

  • Ogilvy (Memac Ogilvy Dubai)

Participation mechanic

  • None; a broadcast announcement rather than a participation mechanic

Creator role

  • Not disclosed

Why Ogilvy's strategy worked

  1. 1

    Reducing the announcement to a single symbol, the number 2, kept it instantly legible in out-of-home.

  2. 2

    Building the numeral from IKEA furniture made the product itself carry the message.

  3. 3

    Tying the news of a second store to recognisable product kept the communication ownable and on-brand.

  4. 4

    A simple, distinctive device gave a routine retail announcement a reason to be noticed.

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