Latest news with #EarthWeeks
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
Zawya
05-05-2025
- Business
- Zawya
Al-Futtaim IKEA concludes Earth Weeks campaign with bold sustainability commitments
Al-Futtaim IKEA's six-week "Earth Weeks" campaign highlighted sustainable habits at home, including energy saving, recycling, and reducing food waste. The company announced the recent LEED Gold certification of three of its stores, along with a strategic partnership with the Emirates Water and Electricity Company. United Arab Emirates: Al-Futtaim IKEA, the Swedish home furnishing retailer with a three-decade presence in the UAE, announced its new sustainability initiatives and targets for 2025 during an event at its Yas Mall store in Abu Dhabi, where it also celebrated the success of its recent "Earth Weeks" campaign. The event, attended by Francois Brice, Fuel & Commercial Executive Director at EWEC, and members of the Department of Community Development, Department of Energy and EWEC. The event featured presentations by Pooja Dhingra, Regional Sustainability Manager of Al-Futtaim IKEA, and Ouateil Sgheir, Market Manager of Abu Dhabi, who discussed both the brand's global ambitions and local impact. From Awareness to Action: Earth Weeks Campaign The event also spotlighted Al-Futtaim IKEA's successful initiatives and campaigns during "Earth Weeks"—the brand's six-week, sustainability-focused period from mid-March to the end of April. Engaging customers and colleagues in climate-conscious practices under the theme of 'Start at Home,' the campaign promoted practical, everyday actions, like energy saving, reducing food waste, recycling, and reusing, as the building blocks of sustainable living. Reflecting the positive impact of these efforts, sales of sustainable products doubled during this period—demonstrating that sustainability is not only achievable but also accessible and affordable. One of the campaign's most creative activations, the 'Switch-Off Trade Off', reimagined Earth Hour by having Al-Futtaim IKEA employees turn off lights in the offices and showrooms on behalf of community members who were tied up with essential tasks. Another highlight, 'Wait for the Drop,' introduced a unique online playlist with tracks mimicking the sound of running water, promoting mindful water use in bathrooms. Additional moments included celebrating Mother's Day by honouring mothers as the original sustainability heroes, recognising their everyday efforts in nurturing both family and the planet. Clean Energy Milestones Al-Futtaim IKEA also announced three stores, located in Fujairah, Al Ain, and Dalma Mall in Abu Dhabi, have achieved LEED Gold certification. This recognition highlights the implementation of eco-friendly practices across the locations, including 10% lower energy consumption, 55% water savings, improved indoor air quality, and significant progress in waste reduction and recycling. On May 2, 2025, Al-Futtaim IKEA reiterated its long-term sustainability commitment by announcing a strategic partnership with the Emirates Water and Electricity Company. Through the agreement, EWEC will provide IKEA UAE with Clean Energy Certificates (CECs) to cover 100 per cent of the electricity consumed across its four stores in the Emirate of Abu Dhabi. Issued by the Abu Dhabi Department of Energy (DoE), CECs are the only accredited instruments in Abu Dhabi that certify electricity consumption is sourced from renewable and clean energy generation. This milestone marks a significant step forward in IKEA UAE's efforts to reduce scope 2 emissions and operate in a more environmentally responsible manner. Vinod Jayan, Managing Director of Al-Futtaim IKEA UAE, Egypt, Oman and Qatar, commented: 'At Al-Futtaim IKEA, sustainability is central to how we operate, innovate, and serve our communities. We believe that sustainable living should be simple, affordable, and accessible to all. Our Earth Weeks campaign reflects our responsibility to lead by example in the region, protect the planet's most vital resources, and empower the many people to be part of this journey. Change starts at home—but its impact extends far beyond.' He continued: 'This commitment to long-term change is demonstrated by the actions we're taking across our operations to reduce environmental impact. Over the past year, our fleet of electric trucks has helped us avoid 29 tonnes of carbon emissions annually, equivalent to the emissions of seven passenger cars driven for a year. We're also making significant progress in food waste reduction. By using anaerobic digesters in two of our stores, we divert 160 tonnes of food waste from landfills each year, saving CO₂ emissions equivalent to the energy required to power 98 homes for an entire year. As a business proudly rooted in the UAE's success, we're fully aligned with the country's Environment Vision 2030.' Empowering Future Sustainability Leaders On Earth Day, Al-Futtaim IKEA welcomed members of Masdar's Youth 4 Sustainability (Y4S) community for the first in a series of collaborative sessions focused on practical sustainability. Hosted in partnership with the Al-Futtaim Youth Council and Sustainability Team, the first session at IKEA Yas Island, Abu Dhabi explored circular economy and sustainable living, featuring an interactive store tour, a waste-sorting workshop, and a blind tasting experience. These sessions form part of a broader knowledge exchange initiative between Al-Futtaim IKEA and Y4S, designed to empower the next generation of sustainability leaders through real-world insights and collaborative dialogue. Strengthening Biodiversity and Water Commitments Al-Futtaim IKEA's sustainability targets are aligned with Inter IKEA's global ambitions, focusing on reducing environmental impact across the value chain, strengthening ecosystems, and driving positive societal change in collaboration with customers, partners, and policymakers. Inter IKEA is also advancing its sustainability agenda with a strong focus on water stewardship, working to reduce freshwater use, improving water quality, and ensuring access to clean water in high-risk areas across its value chain, efforts that will enhance water resilience for both ecosystems and communities. Looking Ahead Building on the Earth Weeks campaign, Al-Futtaim IKEA is entering a new chapter of sustainability, rooted in action, accountability, and collaboration. The company remains committed to creating a positive impact not only within its stores and supply chain, but also across the wider community, making sustainable living a reality for the many. About IKEA UAE IKEA UAE, a member of Al-Futtaim group of companies, offers an extensive range of home furnishing products & accessories of good design, value and functionality. In the UAE for 30 years, the IKEA stores in Dubai Festival City, Festival Plaza in Jebel Ali, Yas Island and Al Wahda Mall in Abu Dhabi closely follow the popular self-serve and self-assembly concept which was conceived in Sweden over half a century ago. IKEA serves a wide choice of refreshments at the IKEA Restaurant and Café. The Customer Ordering and Collection Point in Al Ain offers residents easy access to well-designed products at a great price. Customers can also join the IKEA FAMILY loyalty programme to avail of great offers and extended services on every visit to the store. Toll free number for the world-famous brand is 800 4532 (800 IKEA). About Al-Futtaim Established in the 1930s as a trading business, Al-Futtaim today is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United Arab Emirates. Structured into five operating divisions; automotive, financial services, real estate, retail, and health; employing more than 33,000 employees across more than 20 countries in the Middle East, Asia, and Africa, we partner with over 200 of the world's most admired and innovative brands. Al-Futtaim's entrepreneurship and relentless customer focus enable the organisation to continue to grow and expand, responding to the changing needs of our customers within the societies in which we operate. By upholding our values of respect, excellence, collaboration, and integrity, Al-Futtaim continues to enrich the lives and aspirations of our customers every day.
