IKEA Al-Futtaim unveils pet-friendly campaign: 'Don't worry, you can afford it'

IKEA Al-Futtaim has embarked on an inventive campaign tailored to the growing demographic of pet owners in the UAE. This is in alignment with its commitment to enriching everyday life for its customers. Recognizing the profound role pets play in households across the region, the renowned furniture brand unveils a strategic initiative aimed at addressing the unique challenges and joys associated with pet ownership.Recent insights from the Pet World Arabia exhibition in Dubai underscore the burgeoning pet care sector in the UAE, which now boasts a staggering valuation of $300 million. With approximately 1.5 million devoted pet "parents" calling the country home, the influence of pets on domestic life has become indisputable.In response to this evolving landscape, IKEA Al-Futtaim introduces a pioneering campaign entitled "Don’t worry, you can afford it," designed to resonate with pet owners navigating the occasional mishaps that accompany pet ownership. Leveraging its global strategy, the campaign reassures consumers that replacing damaged items is both accessible and affordable, seamlessly aligning with IKEA's ethos of practicality and affordability.Featuring a series of endearing scenarios portraying everyday products inadvertently damaged by beloved pets, the campaign captures the essence of pet ownership while showcasing IKEA's diverse range of household offerings. From overturned plant pots to spilled mugs, the campaign humorously acknowledges the realities of living with pets while emphasizing the ease of finding affordable replacements.Carla Klumpenaar, GM Marketing, Communication & Interior Design, highlighted:"For the past few years we have noticed a growth of pets in households in the region and we wanted to introduce this topic through this campaign for the first time. Over the next few days, we will also launch a collection of household products for pets". The campaign, created by the creative boutique INGO Hamburg, will be published in different media throughout the region, highlighting out-of-home, print editions, different screen formats and the brand’s social channels. INGO’s Global CCO Tobias Ahrens said: "We are excited about this campaign, which, on one hand, brings the unskippable cuteness of pets, and on the other hand, challenges marketing conventions by showing the products damaged. An honest story that refreshes the usual IKEA price communication style.”As IKEA Al-Futtaim pioneers a new frontier in marketing communication, the campaign serves as a testament to the brand's unwavering dedication to meeting the evolving needs of its diverse customer base, reaffirming its status as a trailblazer in the realm of home furnishings and lifestyle solutions.

This Mother's Day, IKEA gets messy for a heartfelt reason

This Mother's Day, Al-Futtaim IKEA partnered with Memac Ogilvy to create a unique campaign celebrating the boundless creativity of children and the love that transcends a tidy home.The campaign, titled "A Priceless Mess," challenged the idea of children's artwork on furniture as something to be erased. Instead, IKEA transformed their stores into vibrant art studios where kids were encouraged to decorate tables, chairs, lamps, and even clocks – turning everyday items into extraordinary gifts for their moms.These personalized creations, adorned with love and imagination, became priceless keepsakes. The campaign aimed to show parents that through the eyes of a mother's love, every scribble becomes a cherished masterpiece."A Priceless Mess" wasn't just about creating unique presents; it was a gentle reminder of the fleeting and precious moments of childhood. It redefined the concept of gift-giving, proving that sometimes the most meaningful presents are the ones made with love, a few scribbles, and a whole lot of heart.

TikTok launches second season of 'Moving Topics

TikTok launched the second season of 'Moving Topics', an on-the-go automotive mini-series featuring leading automotive figures and marketing experts in the region's automotive scene. In 'Moving Topics', they will host engaging discussions about the innovation, technologies, and trends driving the automotive industry.'Moving Topics', is in line with TikTok’s reputation as an authentic virtual showroom that inspires, informs, and entertains, creating enduring brand equity for both current and future car buyers. It taps into the growing community of automotive enthusiasts on TikTok, where a weekly search for #CarTok in the UAE reveals over 2,000 car-related TikToks generating millions of views. In each episode, experts engage in a "story-time" session to discuss how these brands connect with the growing automotive community in the region to create relatable and meaningful content.Hosted by well-known creators like Suhaib Shashaa, Co-editor end Editor in Chief at ArabGT, and automotive enthusiast and content creator Amir De Leon, this series will span four episodes, with Lara Ayoub Agha, Senior Marketing Manager – Lexus, Al-Futtaim, as the inaugural guest. The following episodes will feature guests, including Roland Zahra, Managing Director – Nissan Middle East, and Assaad Chehade, Senior Marketing Manager – Toyota, Al-Futtaim. Episodes will also feature contributors from the brand creative agencies including Karl ElHitti, Head of Social, Memac Ogilvy, Wassim Abi Salloum, Managing Director, Nissan United at TBWA/RAAD and Alaa Nour, Account Director, Memac Ogilvy, all of whom will provide valuable insight into how these world-class brands connect with today’s consumers.<iframe width="560" height="315" src=";list=PLU_k2e5EavEN-j4ftsbliBYYikwVib2oK" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>Joanne Chehab, Head of Business Partnerships, MENA – Global Business Solutions at TikTok explained, "TikTok is a powerful connector between brands and consumers. More so than ever, digital interactions are becoming an important factor in the purchasing funnel for consumers, especially for car enthusiasts. We’ve seen bands increasingly adopt a creator's mindset to forge meaningful connections within the automotive community. Brands are recognizing the importance of an authentic communication style and leveraging user-generated content (UGC) to create credible material that brings consumers closer to consideration. ‘Moving Topics’ tackles just that, while addressing how automotive giants, manufacturers, and dealers are navigating today’s consumer journey to unite enthusiasts and build brand loyalty through genuine interactions and entertaining experiences.”As the wheels of innovation continue to turn in the automotive industry, 'Moving Topics' aims to drive the conversation, ignite passion, brand loyalty and meaningful conversation among car aficionados. With each episode, users are invited to rev up their engines and join industry leaders on a cruise through a world where innovation meets inspiration, all while building a community that's fuelled by authenticity and driven by shared enthusiasm for the open road.

Al-Futtaim Automotive launches first podcast series ‘Let’s Talk Mobility’

Al-Futtaim Automotive has launched a new podcast series that celebrates the inspirational journeys of trailblazers driving positive change.The first season of the podcast series called ‘Let’s Talk Mobility’ will feature 12 episodes. The first five episodes were recorded at the recently held COP28 in Dubai, where Al-Futtaim Group played a key role as Strategic E-Mobility Partner of the event.The automotive industry worldwide is facing an unprecedented transformation, primarily steered by the growing calls for emission-free transportation and a rising demand for electric and hybrid vehicles. Now more than ever automotive stakeholders, customers and policymakers are demanding answers, action and clear strategies that will contribute towards a net-zero future. The podcast series aims to dig deep into the remarkable sustainability transitions that global leaders are orchestrating in their respective sector, from automotive to commercial transportation to retail.The series is hosted by Mousub Shashaa, Founder and CEO of ArabGT, with the first five episodes featuring a stellar line-up of industry trailblazers and sustainability pioneers, including:   Thomas Ingenlath, CEO, Polestar  Karin Svensson, Chief Sustainability Officer, Volvo Group  Fredrika Klarén, Head of Sustainability, Polestar  Anders Kärrberg, Head of Sustainability, Volvo Cars & Jonas Otterheim, Head of Climate Action, Volvo Cars  Aravind Mani, Co-Founder & CEO, RiverKatib Belkhodja, Director of Customer Centricity, Al-Futtaim Automotive, said: “As an industry stakeholder and a market leader, we have a primary responsibility of facilitating vital discussions and elevate the customer understanding on crucial topics that impact not only the daily commute but also the future of our planet. 2/3rd of Google UAE searches on EVs are not brand specific, showing that people still have many unanswered questions on electric mobility and there is a real need for more learnings and insights on this topic. Our podcast series aims to address this need through discussions with leading experts and trailblazers. We chose to partner with Mousub Shasaa, a known personality and a leading voice in this category with great reach across audiences within the region.”The first episode is available to listen and watch on Spotify (@al-futtaim-automotive) and YouTube (@alfuttaimautogroup).

Al-Futtaim partners with Arduina, RESET Media Group to launch

Al-Futtaim Electric Mobility Company has launched, a pioneering editorial platform aimed at fostering awareness and understanding of electric mobility in the UAE.This editorial platform is curated by creative agency Arduina and produced by RESET Media Group. features a wealth of information, including the latest developments in e-mobility, benefits of electric vehicles, how-to guides for first-time buyers, reviews of the latest EV models, expert interviews, and updates on governmental policies affecting electric mobility. The content is available in both English and Arabic and is designed to be a credible source of knowledge for EV adopters, manufacturers, regulators, and stakeholders.The world is witnessing a rapid shift towards electric vehicles (EVs), with more than 5% of global car sales now comprised of electric vehicles. This marks a significant milestone, indicating mainstream adoption in 23 major countries. However, in the UAE, EV sales represent only 1% of the automotive market, despite the government's ambitious target to convert 50% of all cars to electric by 2050.The UAE's Electric Vehicles Strategy envisions 42,000 electric vehicles on its roads by 2030, and the nation ranks 8th in the Global Electric Mobility Readiness Index 2022, showcasing strong receptiveness to electric vehicles. Moreover, the UAE is ranked as the fourth cheapest country globally to charge an electric vehicle, indicating a promising future for green mobility in the country.Al-Futtaim Electric Mobility Company is taking a comprehensive approach to building the UAE's EV ecosystem. This includes bringing renowned all-electric brands like Polestar and BYD to the UAE and developing the Charge2Moov charging platform. Simultaneously, the company recognizes the need for public awareness to dispel myths and misconceptions about EVs.The official launch of coincided with World EV Day on September 9th. World EV Day unites companies, policymakers, thought leaders, and individuals to celebrate and promote the electric mobility movement.Dominic Shales, Editor of EV Life and Founder of RESET Media Group, stated: "The UAE is electrifying. We see huge interest from drivers in switching to electric cars and our new platform helps people understand more about EVs, their advantages and how to make the switch. We are extremely grateful to Al-Futtaim Electric Mobility Company for their support in enabling us to launch EV Life."Hasan Nergiz, Managing Director of Al-Futtaim Electric Mobility Company, added: “With the UAE on a major green mobility transition, we realised through multiple surveys and studies that there is a gap in the market for reliable, localized information on electric vehicles. This is one of the hurdles for faster adoption, and we decided to support the initiative as it will help fill in the information gap and guide customers to make well-informed decisions about transitioning to EVs. As one of the major stakeholders of the automotive industry in the UAE, we believe it is our responsibility to shed light on the way the industry is progressing and provide credible, insightful information to steer the green transition in the UAE.”