Ogilvy Manila

In 2023, Ogilvy put IKEA everywhere and helped MILO get more kids active anywhere and join the National MILO Marathon.

The ‘This Is An IKEA Store’ campaign brought the IKEA store to Filipinos by transforming every possible online & offline touchpoint into an IKEA store, creating over 900 retail ‘sampling’ locations that led to IKEA.ph. This clever reimagining of the retail experience was the brand’s best e-commerce performance to date. It also led to IKEA Philippine’s first Cannes Lion.

The 2022 Philippine Report Card study revealed that 84% of Filipino kids were “insufficiently active”, having below average physical activity that impacted their health. The MILO® Marathon Digi-dash leveraged digital games and social media by challenging kids to outrun the virtual persona of renowned running coach Rio. More than 19,000 kids ran a combined total of 2,252 kms to boost brand relevance and get kids more active again.