Latest news with #Klumpenaar
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
Gulf Today
08-05-2025
- Health
- Gulf Today
Book tackles mental health issues in motherhood
The Arabic edition of 'This Is Postpartum' has been launched in the UAE coincide with Maternal Mental Health Awareness Week, a global campaign dedicated to creating conversations and changing attitudes towards mental health challenges in motherhood. The book is a translation of the English title which was first published in 2020 and authored by Tilda Klumpenaar, a therapist specialising in prenatal and postpartum depression (PPD) and is published by Dubai-based publisher The Dreamwork Collective. Born out of her own experiences of postpartum depression, Klumpenaar's book is a fuss-free compilation of real-life stories and tried-and-tested tips to help parents get their life back, and feel more confident, happy and balanced in their new role. Explaining her motivation for writing the book, Klumpenaar said, 'When I went through postpartum depression I felt so guilty and ashamed. I wondered how other moms were doing all of this. I felt so lonely all the time. When I finally got mental help through an amazing therapist, she told me most women don't talk about it, that all moms feel ashamed and guilty when they have PPD and that's the reason I had never heard of it. When I finally started to feel better, I decided to write down everything that I found helpful. If I could help just one mom to get out of her isolation during PPD, the book would be a success for me.' Speaking about her journey in creating the book, she said, 'The writing process was effortless for me. I loved writing it so much because I was ready to break the taboo around maternal mental health issues. I wanted to keep the book very real, which is why I also share stories of others, besides my own. I felt a sense of humour should also be in there, because PPD is such a serious topic. I wanted to keep it light too.' Having published the English edition of the book almost five years ago, Klumpenaar already knows how the subject resonates with mothers, and believes that it is important to extend these critical conversations into Arabic-speaking families.
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
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
