In recent years, one of the most peculiar images of modern football has become common in free kicks. While several players form the barrier, another lies on the ground, right behind, to prevent the ball from passing underneath. The play was born as a defensive resource, popularized by Ronaldinho and also followed by other great soccer stars such as Leo Messi or Cristiano Ronaldo. Now, Ikea has decided to give it a use by generating discounts on sofas from this tactic.
Ikea Alsulaiman, franchisee of the brand in Saudi Arabia, has launched together with Memac Ogilvy the reactive “Flat Out” campaign, which rewards fans every time a player lies down behind the barrier during a match. Thus, they must capture the moment and send it by direct message to Ikea Saudi Arabia along with their contact information. The discount they receive depends on the number on the player’s number. If the footballer who lies down wears number 25, the user gets a 25% discount on sofas.
The campaign takes advantage of the context of World Cup matches broadcast late at night and the habit of watching football from the couch. Instead of interrupting the experience, Ikea introduces a playful layer that encourages fans to look more closely, connecting naturally with the football conversation. The image of the player lying down has an absurd point, generates humor and lends itself to participation. In its case, Ikea transfers it to the field of home and comfort, two territories historically associated with the brand.
Rami Rihani, Marketing Director at Alsulaiman Group, explained that the idea was born precisely from that familiarity. “Every football fan recognizes the player lying behind the barrier. We saw more than just a defensive tactic: we saw an opportunity to connect with fans in a natural, timely and unmistakably Ikea way,” has pointed out. “If the players get comfortable on the field, we believe our customers deserve to get even more comfortable at home”he added.
“Flat Out reflects our approach to balance relevance and business objectives by creating brand interactions that don’t disrupt the experience and instead enhance it,” Rihani has pointed out. “When fans are rewarded for paying more attention to the game, everyone wins.”
According to the information shared by the brand, the campaign has already generated several discounts on sofas and consumers have begun to participate by sending screenshots of the matches.
