IKEA Kings & Queens
Content CreationMemac Ogilvy Dubai made an IKEA film that likens total control of your own home to being royalty, following characters through historical palaces who turn out to be ordinary people.
Case in 60 seconds
IKEA wanted to capture and own the feeling of being fully in charge of your own space and connect it to the brand.
There is a magical feeling of freedom when you have total control over your own space, the freedom to do exactly what you please.
Liken that feeling to being royalty, then reveal that ordinary people feel like kings and queens simply by controlling their own home.
A film follows characters through medieval castles, Dark Ages banquet halls, early Asian palaces, and Ancient Egyptian kingdoms doing grand and mundane things, before snapping back to reality.
No performance figures are published; the case rests on the strength of the emotional idea rather than reported results.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Brand film
- Historical-palace settings (medieval castles, Dark Ages banquet halls, early Asian palaces, Ancient Egyptian kingdoms)
Partners
- Ogilvy (Memac Ogilvy Dubai)
Participation mechanic
- Not disclosed
Creator role
- Not disclosed
Why Ogilvy's strategy worked
- 1
Turning an everyday feeling, control over your own home, into a royalty metaphor made a functional category feel emotional and memorable.
- 2
The contrast between grand palaces and mundane acts (playing with the cat, doing nothing) carried the humour and the point.
- 3
The snap back to reality tied the fantasy directly to the brand's real-world benefit.
Results
10M+
Views
5M+
Impressions
20K+
New followers
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate