Ikea's social media is going dark for the holidays in Spain

The company is making a point about getting offline and spending time with family

Published On
Dec 12, 2018

Editor's Pick

During the holidays, families come together to share meals and company. But often the thing they end up sharing is silence, as everyone stares at their own phones.

A stunt in IKEA Spain proves the point, when four families come together for a contest. It’s a trivia game of elimination, with individual family members getting quizzed by an offscreen announcer about Instagram celebrities, memes and TV shows. The young children nail these easy queries, and even the adults make it past the early rounds of pop culture interrogation.

But the mood turns somber when the questions get more personal. The first elimination comes when Maria knows where a pair of YouTube stars met, but has no idea how her parents met. Jesus’ son is knocked out of contention when he can’t name his father’s job, and Jesus follows soon after when he has no idea what his wife’s dream is.

It’s a sobering situation as family members drop out one by one, and it’s a disquieting to see how little some of the contestants know their own families. Fortunately, they’re all invited back to the table for a meal, this time without phones.

The campaign from McCann and MRM//McCann Spain, “Disconnect to Connect,” doesn’t let Ikea off the hook, either. The retailer is blacking out its social media accounts in Spain from Christmas Eve until New Year’s Day in solidarity with the campaign. Customers don’t need to stay completely off social media, though (just during dinner) so Ikea is also providing shareable memes with messages like “My gran is an influencer.”

Ikea also created a board game called “Familiarised,” which lets players test their knowledge about family members It's distributing it to all Ikea employees in Spain, along with their family members and the brand’s ambassadors. A digital version will also be available in Spain, but to activate the game, smartphone users will need to switch to airplane mode first.

About

Credits

Date
Dec 12, 2018
Agency:
MRM/McCann-Spain
Client Contact:
Laura Durán
Client Contact:
Rafael Jiménez
Client Contact:
Carlos Barrajón
Client Contact:
Catarina Bastos
Client Contact:
Lorenzo Meazza
Client Contact:
Maria Lizarraga
Client Contact:
Lucia Chamorro
Creative Team:
Mónica Moro
Creative Team:
Raquel Martínez
Creative Team:
Lorena Alvarez
Creative Team:
Héctor Losa
Creative Team:
Enrique Moreno
Digital Team:
Maria José Clemente
Digital Team:
Begoña Díaz
Account Team:
Javier Pascual
Account Team:
Elena Rodríguez
Account Team:
Alejandra Sierra
Account Team:
Claudia Solano
Account Team:
Elizabeth Localio
Account Team:
Maria Scola
Account Team:
Sonsoles San José
Account Team:
Francisco Guerra
Strategic Planner:
Juan Manuel Ramirez
Audio Visual Production:
Nieves Antuña
Production Company:
Harry
Director:
Dionisio Naranjo
Post Production Studio:
Harry
Sound Studio:
La Panadería
Music:
La Panadería

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