Latest news with #CarlaKlumpenaar
Campaign ME
23-05-2025
- Business
- Campaign ME
Al-Futtaim IKEA reveals rollout of Start at Home campaign for Earth Weeks
Al-Futtaim IKEA has launched its 'Start at Home' campaign in celebration of 'Earth Weeks'. The campaign aims to empower and inspire individuals to adopt more sustainable habits where they matter most – right at home. Launched across the UAE, Oman, Qatar, and Egypt – in partnership BigSea Productions and Memac Ogilvy, which handled the creative, social and PR – the campaign rollout was designed to be integrated and reach the community through several channels, using both traditional and digital means. In conversation with Campaign Middle East, Carla Klumpenaar, GM Marketing and Communications, Al-Futtaim IKEA UAE, Qatar, Egypt and Oman, said, 'We wanted to demonstrate that sustainable living doesn't have to be a daunting or overwhelming task, and can be achieved through small, impactful everyday actions.' View this post on Instagram A post shared by IKEA UAE (@ikeauae) As such the campaign was structured around four key sustainability themes, covering a range of focal points from reducing energy and water usage to reusing products and cutting down food waste. This included: Week 1: Love it longer – promoted repair, resale, and recycling. – promoted repair, resale, and recycling. Weeks 2 & 3: Use less energy and water – offered practical conservation tips. – offered practical conservation tips. Week 4: Reuse it – spotlighted reusable items like IKEA 365 bottles and containers. – spotlighted reusable items like IKEA 365 bottles and containers. Weeks 5 & 6: Create less waste – focused on food waste reduction and waste sorting. The 'Start at Home' campaign messaging was first launched through billboards. The brand then activated a series of social media initiatives that were carefully timed to coincide with key days during 'Earth Weeks' to keep the conversation going. View this post on Instagram A post shared by IKEA UAE (@ikeauae) Klumpenaar added, 'This year, we wanted to approach Earth Hour with true empathy and inclusivity. We understand that not everyone can participate, whether it's due to university deadlines, work, or even reading to children at bedtime. That's why we introduced the 'Switch-Off Trade Off' — an activation where our coworkers volunteered to switch off the lights in our offices and showrooms on behalf of those who couldn't. It was our way of showing that even when life gets in the way, sustainability can still be a shared effort.' The brand also took a special moment during Mother's Day to honour mothers as the original sustainability heroes. 'From reusing, repairing, and repurposing to teaching children to care for their surroundings, mothers play a quiet but powerful role in building sustainable households. I think a lot of us, especially in this part of the world, can relate to seeing our mothers embed sustainability in their daily lives, without even knowing it,' Klumpenaar said. Al-Futtaim IKEA also released the 'Wait for the Drop' playlist – an online audio track designed to sound like running water. It encouraged people to play the sound instead of actually turning on the tap, a small change that can prevent waste. View this post on Instagram A post shared by IKEA UAE (@ikeauae) 'Running water at full flow can waste two to three gallons per minute, and research shows that nearly one in five people run taps just to mask other sounds. By swapping the faucet for a playlist, we're helping people make small but impactful behavioural shifts that conserve water and energy,' Klumpenaar explained. The brand also hosted a sustainability-driven event where its leadership team met with media representatives and eco-conscious influencers to talk more about its sustainability agenda, and the role of companies in encouraging more sustainable behaviour in the community. Klumpenaar said, 'We collaborated with a range of passionate, eco-conscious influencers who genuinely share Al-Futtaim IKEA's vision for a more sustainable future. They really brought our sustainable products and solutions to life, showcasing how they're not only environmentally friendly but also affordable and accessible. The content they created generated a lot of engagement and interest, really demonstrating the growing appeal of sustainable living.' The success of the 'Earth Weeks' campaign was defined by a combination of factors – both the business results and the positive impact on the environment. 'We kept a close eye on sales of our sustainable products. That really showed us the growing demand for eco-conscious solutions. We also tracked engagement with our social media content and influencer collaborations, measuring reach, impressions, and overall sentiment. It was important to understand how our message was resonating with the community,' Klumpenaar explained. 'Ultimately, for us, the real success of the campaign came down to its ability to raise awareness and understanding of sustainability within the community, empowering individuals to feel like they could make a positive difference through small, impactful everyday actions,' she concluded. The 'Start at Home' campaign was a six-week initiative, covering the period of 'Earth Weeks', which ran from March 14 to April 25. CREDITS: Client: Al-Futtaim IKEA Production house: BigSea Productions Creative, social and PR agency: Memac Ogilvy
Campaign ME
15-04-2025
- Entertainment
- Campaign ME
IKEA marks milestones with ‘Supporting First Steps' campaign
Al-Futtaim IKEA has launched a new campaign, Supporting First Steps, aimed at capturing the everyday moments that shape early childhood development. The campaign is part of IKEA's ongoing regional brand narrative, following previous initiatives such as Proudly Second Best and Guilty Pets, which celebrate real-life family moments. Rooted in the insight that many toddlers take their first steps by using nearby furniture for balance—a trend known as 'baby cruising' and popular on TikTok—Supporting First Steps turns attention to how IKEA products quietly support these important but often overlooked experiences. The campaign serves as a reminder of the role home environments play in nurturing development. The visuals, shot by photographer Ale Burset, feature IKEA products that are commonly present in these milestone moments: the BEKVÄM step stool, LACK side table, KALLAX shelving unit and MAMMUT children's stool. Each item is positioned not as the centrepiece, but as a steady backdrop in key developmental moments. Recognising that more than three-quarters of parents share milestone moments of their children online, the campaign film incorporates user-generated content, blending authentic family footage with campaign visuals to create a narrative grounded in lived experience. Carla Klumpenaar, GM of Marketing, Communication & Interior Design at IKEA Al-Futtaim, said the campaign was designed to highlight how IKEA is present in everyday life, not just for major milestones but for the moments in between that truly matter. Daniel Fisher, Global Chief Creative Officer at INGO The Agency, added that the creative idea was inspired by a universal parenting truth: many first steps happen alongside a piece of furniture. Reflecting on his own experience, he noted how his daughters took their first steps with the help of a LACK table in their living room—an IKEA product that continues to serve as a backdrop to countless family stories. The campaign was developed in collaboration with INGO Hamburg and Ale Burset and will be rolled out across out-of-home, print, digital, and social media platforms in the Middle East.
Campaign ME
09-04-2025
- Business
- Campaign ME
Hilarious IKEA home solutions campaign redefines DIY repair
Global home furnishing retailer IKEA has launched a humorous new campaign that offers a creative and cost-effective approach to common household imperfections. The campaign, which is being rolled out across the UAE, Qatar, Egypt, and Oman in April 2025, presents a fresh perspective on home improvement during a time of rising repair costs. DIY by IKEA, developed by VML UK, showcases IKEA's affordable product range as ingenious solutions for covering everyday household mishaps and wear and tear. The campaign platform uses a series of striking before-and-after visuals, demonstrating how IKEA's Scandinavian design can transform common household eyesores into stylish features. The campaign employs a minimalist aesthetic across multiple channels, including film, out-of-home and print advertisements. In a strategic move, IKEA is also targeting homeowners at key decision-making moments, with pre-roll ads appearing before DIY YouTube videos. 'We've always prided ourselves on making beautiful design accessible to everyone, and this campaign has that at its core,' said Carla Klumpenaar – General Manager of Marketing, Communication, HF and Retail Design at Al-Futtaim IKEA. 'We're taking IKEA's affordability to new heights: whether a permanent feature or temporary fix, home repairs that could typically cost hundreds (or thousands!) can now be done for next-to-nothing,' Klumpenaar added. Building materials across the region are expected to rise 10 per cent to 15 per cent in the next 12 months, while the cost of home improvements has already been suggested to have increased by 5 per cent to 10 per cent. 'When it comes to striking campaigns, it's no secret that IKEA sets the bar incredibly high. Yet, this one is based in such a true insight. With rising living costs, people are getting more creative with home repairs. It's simple, yet unmistakably IKEA,' said Juliana Paracencio, Executive Creative Director at VML UK. DIY by IKEA represents a paradigm shift in home improvement, offering consumers an alternative to expensive repairs through clever design solutions; 'the affordable fix'. The campaign reinforces IKEA's commitment to making beautiful, functional designs accessible to everyone while addressing real consumer pain points in today's economic climate.
Campaign ME
10-03-2025
- Business
- Campaign ME
Marketers, CCOs, industry leaders call for caution, collaboration on data and creativity
As brands in the Middle East – and the agencies servicing them – increasingly lean into artificial intelligence (AI) algorithms to craft marketing strategies and campaigns, one of the most fiercely debated topics is the evolving role of humans in the creativity process. Are we transitioning from 'AI versus human creativity' to 'AI-dependent human creativity'? Is human ingenuity being sidelined in the age of AI? Industry leaders reach a consensus that nobody puts human ingenuity in the corner. In conversation with Campaign Middle East, industry leaders share how we need to move past the 'AI is a useful tool' and 'AI won't take our jobs' discussions to highlight precisely how people need to embed AI in their day-to day and the dangers associated with getting a bit too comfortable with offloading creativity to AI. Putting the 'AI replacing humans' debate to bed, Noah Khan, Regional President of Digital & Innovation – CEE, Middle East and Africa, TBWA, says, 'The future isn't about machines taking over; it's about humans and AI working together to push boundaries, solve complex challenges and create in ways we never imagined before – stealing ideas from the future and defying gravity.' 'Think of it like this: data provides the raw material, AI helps refine it, but it's the human touch – the craftsman – that shapes the material into something truly special and relevant,' says Carla Klumpenaar, General Manager – Marketing and Communications, Al-Futtaim IKEA UAE. The beauty of AI is that it is pushing creatives out of their comfort zones. First-party data and AI are amplifying human creativity, taking 'innovative ideas' beyond the attention-grabbing and award-winning check boxes to be more strategic, meaningful and effective to guide consumers toward conversions, brand love and loyalty. Federico Fanti, Chief Creative Officer, FP7 McCann Dubai, says, 'Just as Photoshop revolutionised the creative industry 20 to 25 years ago, AI is poised to do the same today. AI expands the possibilities of creativity, allowing us to push boundaries and explore new frontiers.' Waseem Afzal, CEO and Founder, Platformance, says, 'Those who stick to traditional methods may struggle, but those who use AI as a tool to enhance their ideas will shape the future of creativity.' ''When decisions are data-led, we optimise for what already works, instead of what could work.' Words of caution Marketers and agency leaders also share that the degree of dependency on AI-generated content – whether due to ease of delivery, monetary constraints or speed to market – raises concerns. Last year, Chalhoub Group's designer fashion outlet, The Deal, caused a stir when it used large-language model (LLM) text-to-picture generation for its back-to-school campaign, eliminating the need for planning, casting, shooting, models, photographers, and physical locations. Chafic Haddad, Chief Creative Officer, VML MENA, says, 'AI and data-driven creativity are opening up new possibilities, but there's a slight risk that human ingenuity could be sidelined if we rely too heavily on technology.' The AI ripple is also being felt across the globe. Some global giants such as Oreo-maker Mondelez International and Mars candy brand Starburst are leaning into AI to scale their campaigns – to enable different versions of their creatives across programmatic – while other smaller brands such as IT management platform Atera and fintech firm Klarna are saving millions of dollars on marketing spend by jumping on to the generative AI bandwagon. Creative leaders view this as a step in the right direction, but they also advise caution. Apart from AI's lack of human emotion, empathy, context and cultural nuances, marketers also raise concerns that data-driven decisions without experienced oversight can be counter-productive to creativity. Haddad adds, 'Data can help guide decisions but it shouldn't completely control the creative process. If we focus too much on numbers – such as past performance or short-term results – we risk creating predictable, safe content that lacks originality or emotional depth. Data should support creativity, not stifle it; should inform, not constrain it; guide, not dictate it.' Fizo Younis, Chief Creative Officer, Publicis Communications – KSA and Egypt, says, 'The risk isn't in using data, it's in using it blindly. When creative decisions are purely data-led, we start optimising for what already works instead of exploring what could work. That's how creativity becomes predictable, and when everything feels the same, nothing stands out.' This brings up a crucial conversation around AI's originality. For instance, AI's production of 'different' and 'effective' creative art or music, based on mimicking, mixing and matching past work, neither equates to the originality of Beethoven or Van Gogh nor summons the emotion of Hans Zimmer's pieces. 'Data-driven creativity is immensely powerful, but we must watch out for over-reliance. If we depend too much on AI, we might end up with the same ideas simply warmed up,' TBWA's Khan says. Tizian H. G. Raab, Head of Communications and Public Relations, Azizi Developments, adds, 'The real risk lies in humanity's overreliance on algorithmic precision, potentially outsourcing the ineffable qualities of intuition, paradox and serendipity that fuel revolutionary ideas. AI – driven by data – certainly acts as a catalyst for creativity, providing unexpected combinations and novel structures. However, it currently remains bound by the patterns it analyses – lacking the nuanced understanding of emotion, context and culture that human ingenuity inherently grasps.' The trouble with 'sameness' arguments is that they pre-date AI and data-driven creative strategies. Marketers and agencies have been arguing about the originality of campaign ideas for decades, with a lot of recent work being called out for repurposing old award-winning campaigns. Instead of leaning in to AI for 'creative' ideas based on what it is learning from the past, leaders call for the industry to use these tools to figure out whether their ideas are truly 'original'. Instead of depending on AI to 'spin' previously successful ideas into new ones, they call for the industry to be bold and innovative. Leaders also highlight how success differs based on geography. What works in the west may not work in the Middle East – a region that represents several different cohorts of hyper-local communities, each with their own dialects, cultural nuances and media preferences. Fabio Silveira, Managing Director, Havas Creative Middle East, says, 'While data can inspire and enhance creativity, an over-reliance on data can lead to formulaic approaches. For instance, replicating 'global best practices' may overlook unique, market-specific growth opportunities. There's a crucial distinction between knowing and truly understanding – between merely speaking to an audience and deeply connecting with them.' Some marketers also discuss recent geopolitical shifts around the globe, which have resulted in the rollback of AI safeguards around inclusion and sustainability. Others call for stronger guardrails to prevent AI from being allowed to act on prejudices of the past. 'Caution is essential as we navigate the rise of data-driven creativity,' says Ghida Batal, Head of Media and Digital Excellence – MENA, Arla Foods. 'Creativity thrives on a balance between analytical precision and originality. If we rely too heavily on past data, we risk reinforcing biases and stifling fresh ideas.' Al-Futtaim IKEA UAE's Klumpenaar says, 'One of the biggest challenges is avoiding the echo chamber effect – where personalised targeting becomes so narrow that it limits a customer's exposure to new ideas and inspiration. We also recognise the potential for bias in algorithms, and are actively working to mitigate this by monitoring our recommendation engine for bias, and having our design team ensure inclusivity in products and marketing.' She adds, 'While data is invaluable, navigating the sheer volume of information can be overwhelming, even leading to decision paralysis for some. Therefore, equipping our teams with the skills to effectively interpret and utilise data is crucial.' This also means that it's not only time for the brand and marketing industry to democratise data – make it accessible and understandable to a broader range of individuals – but it's also a call to break data silos, upskill teams and ensure that everyone in the organisation understands how they can derive value from the data at their fingertips. Essentially, data-driven decisions need to be more than just a bullet point on the job description. Platformance's Afzal says, 'The caution lies in using data for its own sake rather than focusing on why it is being applied. When data becomes the objective instead of the means to an outcome, creativity risks being reduced to a formula. The most effective brands use data to sharpen creative thinking, not replace it. Data-driven creative strategies should lead to better outcomes, more engagement, stronger brand affinity and increased business impact.' ''Leverage data without losing the soul of storytelling, ensuring content resonates emotionally while reaching the right audience.' Data and creativity – Working towards equilibrium? Through the conversation, several marketers and creative leaders use the aphorism, 'Technology without humanity is like an engine without a pilot.' Rather than one relying on the other, the leaders discuss the need for interdependency. They share how creativity must breathe life into AI-delivered insights, turning numbers into narratives and, conversely, how creative prompts within LLMs and AI tools can lead to more meaningful, targeted insights. When asked whether we need to find equilibrium – the balance between – the science of targeting and the art of creativity, Publicis Communications' Younis says, 'Advertising has always been both, the science of targeting and the art of creativity, but maybe we should rethink it. What if we infused more art into targeting and more science into the creative process? That might bring us closer to equilibrium. That said, I don't think we're there yet. Balance isn't a fixed point, it's a constant adjustment based on the challenge at hand. Technologies will keep evolving, platforms will shift, and with that, we'll need to keep redefining what balance looks like.' Fouad Abdel Malak, Chief Creative Officer, Blink, adds, 'The balance between the science of targeting and the art of creativity isn't static – it's a constant dance. When done right, the two don't just coexist; they elevate each other. Precision targeting informs creativity, ensuring bold ideas hit where they matter most.' Taking this a step further, TBWA's Khan says, 'The magic isn't in balance – it's in the imbalance. When technology informs, but doesn't dictate, and when creativity inspires, emotes and is not defined or restricted by numbers, we unlock new possibilities. We're in an era of dynamic tension, when science and creativity continuously push each other forward. Data-driven targeting sharpens insights, ensuring relevance, while creativity breathes life into those insights, forging emotional connections.' That's where the goalposts have moved: to find the sweet spot where marketers and agencies remain nimble enough to push creative boundaries, yet grounded in the science that drives results. Platformance's Afzal adds, 'Targeting has never been more precise, yet creativity has never been more essential. Targeting allows us to reach the right audience at the right time, but it is the art of creativity that makes them stop, engage and remember. The best brands know that data and creativity are not opposing forces. When used together, they turn marketing from a numbers game into a measurable, impactful story that is relevant at scale.' Industry leaders also highlight the risk of allowing algorithms and performance metrics to overshadow authentic and emotionally engaging narratives, thereby potentially eroding a brand's identity and originality. Given that the prime objective of brand and marketing is to solve consumers' problems, elevate customer experiences and connect brands to communities, the real challenge in a numbers-driven world lies in going beyond using data for precise targeting, and also using it to craft compelling stories that resonate with audiences. Arla Foods' Batal says, 'Creativity often plays catch-up, adapting to algorithms rather than leading the conversation. Brands risk over-optimising for performance metrics, sometimes at the expense of emotional storytelling and originality. The best brands are those that leverage data without losing the soul of storytelling, ensuring content resonates emotionally while reaching the right audience.' VML MENA's Haddad adds, 'The real challenge now is finding a balance where tech enhances creativity, not dominates it. It's about using data to tell better stories, not just more targeted ones.' It's no surprise that the need for human ingenuity – through contextual, culturally relevant and conscientious storytelling – has, therefore, come back to the fore in a world where data and creativity collide.
Campaign ME
04-03-2025
- Business
- Campaign ME
IKEA turns desktops into digital showrooms with ‘Iconic Outdoors'
Outdoor season is officially here, and with it comes the search for the perfect outdoor furnishings. Gardens, balconies, patios, terraces, and campout spots are all waiting to be transformed into inviting spaces. Al-Futtaim IKEA decided to take a fresh approach to inspiring customers – by bringing its outdoor collection to a place where people already spend much of their time: their computer desktops. Through its digital campaign 'Iconic Outdoors,' Al-Futtaim IKEA transformed its entire outdoor collection into downloadable desktop icons, available on its website. Instead of traditional product showcases, the campaign turned IKEA furniture into playful, interactive design elements, allowing users to furnish their digital landscapes just as they would in real life. 'IKEA is already well known in the UAE, so we asked ourselves, 'What else can we furnish?' and we landed on where people spend most of their time – their desktop,' says Carla Klumpenaar, General Manager of Marketing and Communications at Al-Futtaim IKEA UAE, Qatar, Egypt, and Oman. 'While the primary goal was awareness, the campaign's interactive nature naturally encouraged engagement. By allowing users to deconstruct, recreate, and play with the campaign visuals, we gave them full control over the experience, turning the campaign into a creative, hands-on activity.' The campaign launched with three videos, each furnishing a different scenic wallpaper – a desert campout, a beach, and a grassy plain. The digital-first initiative allowed users to replace standard folder icons with miniature IKEA outdoor products, reinforcing the idea that the brand can help turn any outdoor space into a retreat. The experience extended to social media, where Al-Futtaim IKEA uploaded the outdoor icons to GIPHY, enabling users to create virtual setups on Instagram Stories. A competition further encouraged engagement, with three winners having their designs showcased on digital screens inside IKEA stores. View this post on Instagram A post shared by IKEA UAE (@ikeauae) 'Iconic Outdoors was all about making IKEA the first choice for outdoor furniture in a way that stood out,' Klumpenaar explains. 'Engagement was measured through downloads of the icons and user-generated setups. This unique and interactive approach ensured IKEA stayed top of mind for outdoor furniture.' The campaign also revealed some interesting insights. 'The NÄMMARÖ collection remains a fan favourite—even in digital form. It's our most popular outdoor collection, and it's the one most people seemed to opt for when furnishing with the icons,' says Klumpenaar. 'Another interesting takeaway was the lack of pattern in the types of backgrounds people chose for their visuals. We got gardens, balconies, public parks, beaches, and some images chosen off Google. People were freestyling with it, which was really fun to see.' By transforming digital spaces into interactive brand experiences, Al-Futtaim IKEA took a playful yet strategic approach to outdoor season marketing. The campaign didn't just showcase furniture—it encouraged creativity, engagement, and personalisation, turning the simple act of browsing into an immersive experience. Once users had designed their dream outdoor setup on screen, the natural next step was to bring that vision to life in their own homes. And, as IKEA cleverly reminds us, once your desktop retreat is perfectly furnished, it might be time to shut your laptop and step outside for real. Credits Memac Ogilvy Dubai Hadi Ballout – Managing Director, Advertising – UAE Moemen Metwally – Creative Director Alicia McBride – Senior Art Director Carl Khoury – Senior Copywriter Joseph Al Khabbaz – Senior Graphic Designer Karl Hitti – Head of Social Ahmed Nour – Social Director Yara Maalouf – Senior Social Account Manager Layan Abdo – Social Account Executive Dana Salama – Community Manager Dina ElKharaz – Community Manager Kevin Kurian – Business Director Alaa Nour – Account Director Georges Enkiri – Senior Account Manager Nicole Correia – Senior Account Executive Al-Futtaim IKEA Carla Klumpenaar: GM Marketing, Communication & Interior Design. IKEA United Arab Emirates, Qatar, Egypt and Oman Dina Al Sahhar: Regional Marketing Manager IKEA United Arab Emirates, Qatar, Egypt and Oman Jay Quadras: Regional Digital Marketing Leader IKEA United Arab Emirates, Qatar, Egypt and Oman Mohamed Maihoob: Regional Marketing Specialist IKEA United Arab Emirates, Qatar, Egypt, and Oman Houda Sfar: Regional Marketing Specialist IKEA United Arab Emirates, Qatar, Egypt, and Oman
