How IKEA Helped Pop the Vallen-Key Question
There’s nothing more romantic than a couple choosing to move in and create flatpack furniture together. To celebrate couples and their commitment on Valentine’s Day, Al-Futtaim IKEA partnered with agency Impact BBDO to put a twist on the classic Allen key, with IKEA’s signature Vallen.
Using the clever wordplay of the Vallen Key’s connotations with Valentine’s Day, custom keys were made with the inscription ‘Let’s build a life together’ and tucked into velvet blue boxes that perfectly fit each key. Combining the signature IKEA colour and product – keeping sustainability and durability in mind – 100 keys were made for lucky winners to get their hands on.
As people got down on one knee and “Will you move in with me?” was asked, IKEA was once again part of the moving-in process, this time with a quirky twist.
To hear more about how each key was created and also how social media played a big part in the process, LBB’s Nisna Mahtani speaks to Impact BBDO and Al-Futtaim IKEA.
LBB> During the season of love, Al-Futtaim IKEA’s latest campaign sees a Vallen Key proposal. Talk to us a little bit about how the idea first came about.
Impact BBDO & Al-Futtaim IKEA> We know there is such a strong love for IKEA, especially during life’s big moments. So many of life’s milestones lead you to shop at IKEA especially when moving in with your significant other. So, we wanted to find a way to commemorate that special moment when you pop that special question.
LBB> What did the Al-Futtaim IKEA brand want to convey to customers this Valentine's Day and how did the spot add to that?
Impact BBDO & Al-Futtaim IKEA> We wanted to capture the fun and love of Valentine’s Day and for our customers to recognise that we are more than a place to furnish your house, but that we are here to help facilitate life at home and celebrate life’s joys.
LBB> In terms of the design process, how did you go about getting these messages onto the keys?
Impact BBDO & Al-Futtaim IKEA> We took the iconic Allen Keys from flatpacks, gave them a polish and etched into the key a message that said, ‘Let’s build a life together’. We know that the Allen Key is used to strengthen bonds between furniture, so it was the perfect symbol to do the same for relationships.
LBB> And what about the custom boxes which they snugly fit into? What was the creation behind that like?
Impact BBDO & Al-Futtaim IKEA> Much like the flatpacks we designed the Vallen Key boxes with sustainability and durability in mind. Our inspiration was to create a premium product that reflected the experience of opening an engagement jewellery box with a diamond ring inside. Usually, this would look like an elegant pocket-sized ring box, but for us to fit an Allen Key we made a much taller box that added to the humour and charm of our campaign.
We used blue velvet on the outside combined with custom-made biodegradable material to perfectly fit an Allen Key, printed with the message ‘Will you move in with me?’ on the inner of the lid. So when opened it was a pleasant surprise for the recipient to read. All of which was presented in packaging that took inspiration from our flatpacks. With subtle messages of love and the Valentine’s Day date, cleverly integrated with the usual packaging details you’d see on our boxes. Combined with an iconic IKEA instruction manual to walk you through the process of getting on one knee.
LBB> How many Vallen Keys did you create and… can we get our hands on one?
Impact BBDO & Al-Futtaim IKEA> 100 Exclusive Vallen Keys were created to give away to lucky winners. Unfortunately, you cannot get your hands on one any longer, but the response was amazing.
LBB> You could argue that building furniture is one of the most stressful things a couple could do together. Did that factor into the creative process behind this campaign?
Impact BBDO & Al-Futtaim IKEA> A lot of the time, building furniture can bring you closer together. Couples who flatpack together stay together. If you can survive building flatpacks it really is true love.
LBB> Talk to us a little bit about Al-Futtaim IKEA’s demographic. How do couples feature and why was it important to target them here?
Impact BBDO & Al-Futtaim IKEA> Building a house is for everyone. It could be newlyweds setting up their first home together, young professionals looking to furnish their apartments, or families seeking to update their living spaces. Given that this was a special campaign for Valentine’s Day, we targeted couples.
Building relationships with couples early on in their journey is strategic for IKEA. By providing them with exceptional products and experiences, we aim to foster long-term loyalty. As their needs change over time – whether they're expanding their family, moving to a new home, or simply updating their decor – we want IKEA to be their go-to destination for home furnishings. They often have unique needs and preferences when it comes to home furnishing. They seek practical yet stylish solutions that accommodate their lifestyles and evolving needs. Understanding these dynamics allows us to tailor our offerings to better serve this demographic.
LBB> How did social media play a role in this campaign and what were some of the considerations which went into that content?
Impact BBDO & Al-Futtaim IKEA> Social media was really important for getting the word out about the Vallen Key campaign. We used platforms like Instagram, Facebook, and Twitter to connect with couples and get them excited about the campaign. Through a fun competition, we even invited them to our stores to propose to their partners. This helped us create meaningful connections with our audience and get them involved in the campaign, which ultimately boosted our brand's success.
LBB> What were some of the audience’s reactions to the campaign and the social content?
Impact BBDO & Al-Futtaim IKEA> The audience's reactions to the campaign and social content were overwhelmingly positive and enthusiastic.
