The Swedish origin multinational group that designs ready-to-assemble (RTA) furniture; IKEA has paid a visit to the roads of Dubai to announce its exclusive Part Sale on an out-of-home (OOH) promotional campaign, provided by its sole advertiser in the MENA region, Al Futtaim Group. The market leader is using transactional marketing strategy to display their “25-75% off on select products”, using their branded colors blended with live photos of some of their furniture masterpieces, seizing the summer season to attract Dubai’s perspective spouses, while maintaining a strong positioning with their current clients as well to keep their market share on track. Other visuals also announce that the sales include “3,000 different products” in stock, adding the well-know brand UAE’s website URL as a call-to-action for all their potential buyers. Worthy of mentioning, the Swedish brand has more layers to its business than the ones that we all have known and seen, from their sustainable sourcing of cotton and wood to their firm beliefs of human rights and more. The campaign was seen on hoardings and lampposts on the last week of June, displayed on the roads of Sheikh Zayed, Al Khail and Al Rabat to hold on to their visibility in Dubai, UAE.
