IKEA: IKEA - LIFE NEVER GETS OLD - pizza

Background:As for today 1.2 million Israelis are considered third age population (of 9M total)A population that increase gradually every year and expected to be 14% of Israel's population by 2040.The third age today is more progressive:
•95% of the third age lives and manage independent house hold
•62% says the Web browsing is the activity which they spend the most time during the day•They spend 32% of their monthly fee on online shopping

Problem:
IKEA's vision is “To create a better everyday life for the many people”
As part of that vision we understood that we have in front of us a population we haven’t reached yet. A constantly growing population that within has the opportunity to be part of IKEA's loyal customer base.

Insight
Today's third age are not what we used to know.
Their active, their digital, their sometimes "younger" than his kids.
Today's third age is innovative.
Being grandparents is no longer like it used to be.
They are younger, want more, cooler, and feel like they can do more.

Solution
Ikea- Life never gets old
A campaign with three stage that empathize with our audience and put them in front
1. Today's grandparents are not the grandparents of yesteryear – introduction to today's third age
2. Passover hospitality – using Israel iconic royal couple we invited isreal to renew the holiday table
3. Time to clear your childhood room! A call from Ikea that encourage parents to say
Enough is enough! You don’t live here anymore and it's time to evacuate.

Results
• 9% increase of TOM with our target audience (65+) and High affinity among all Israelis in all ages
• TV campaign was highly successful, loved and motivating to visit iKEA
• All of our digital components are reaching all of our goals (reach, views, website traffic)
• The third age strongly sympathies with the messages in the campaign (78% liked the campaign)