Bricks and mortar stores need to get smart if they want to attract foot traffic in the era of e-commerce. It’s a particular issue for Ikea, whose stores are generally located way out of town. But Ikea in Dubai and its agency Memac Ogilvy came up with a timely solution. Using Google Maps, they converted the time customers took to drive to the store into discounts on items purchased. The conversion was based on the country’s average family income, which worked out at 105 dirhams an hour (that’s about 29 US dollars or 26 euros). People could pay for smaller items with time alone, or buy furniture using a mixture of time and cash. All in all, it was a good argument for not taking a short cut.
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| Titel | Buy With Your Time |
| Brief | We saw an opportunity to reward IKEA’s loyal customers who previously made the trip by turning the effort and time they went through to get there into a strength. By leveraging Google Maps timeline, we created a direct activation that converts time spent to make a trip to IKEA stores into a currency that allows people to buy IKEA products based on the average salary* of people living in Dubai. This worked through Google Map’s timeline function that records past routes taken, where customers were able to show how many minutes they had spent on previous IKEA trips and this accumulated time was converted into a currency that allows them to spend on IKEA products.*(https://www.guide2dubai.com/living/expat-life/dubai-salary-and-pay-scale) |
| Agentur | Ogilvy Jeddah |
| Kampagne | Buy With Your Time |
| Werbende | IKEA |
| Marke | IKEA |
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