Ikea celebrates 30 years of functioning in the UAE through an awareness and promotional campaign that penetrated Dubai's primary OOH locations. Ikea annually connects with its global target audience in order to gain a deeper understanding about what makes better life standards at home. This year, Ikea had the goal to understand the influence of the Covid-19 pandemic on life in the household, especially since the situation has become imperative. In the face of disruption and the changing environment, Ikea was able to launch a campaign while comprehending that the household has become a sanctuary with reshaped living spaces that have transformed into home offices, playgrounds, gyms and schools. Ikea's campaign understands that the home has become the center of people's lives and that people are spending more money to update households that meet their emotional needs. This is particularly reflected in the fascinating promotion of a full home makeover worth Dhs 30,000. The ad copy also shows that anyone who shops at Ikea from the 23rd of May till the 19th of June has the equal chance to win. The ad copy shows the variety of home appliances offered from accessories to furniture and also indicates that winners will be able to pick one or more rooms to be supplemented by top interior designers. The campaign is a new one that was distributed in the last week of May as hoardings on Al Khail Road and as Uni-poles at Sheikh Zayed Road and around Dubai City.
