Uzina and IKEA Portugal won the Gran Ojo for effectiveness of 2026 with Hidden Tags, the campaign that asked Portuguese customers to look for the date of manufacture in the furniture they had at home. Among the 4,573 participants, the brand found a 55-year-old piece. The El Ojo de Iberoamerica festival awarded in November a work of 2024, launched when IKEA celebrated two decades of operation in Portugal. Official awards list of the El Ojo
How IKEA looked for its oldest piece of furniture
The first Portuguese shop of IKEA opened in Alfragide in 2004. Twenty years later, the label allowed searching in Portuguese houses pieces prior to the opening of the store. The regulation accepted furniture purchased in other countries. The oldest copy identified refers to the 1969 catalogue, according to the application published by The One Show. Anniversary of IKEA in Portugal · Candidate for The One Show
Registration took place from 1 to 22 May 2024. To compete, it was necessary to be a member of IKEA Family, have a label with the legible date and tell a short story about the piece. Each member could enter once and IKEA could ask for video to validate the label. Whoever presented the oldest date won a €2,000 card. IKEA competition rules
The registrations closed in May, but the festival places the communication campaign between May and June. Television, radio and external advertising released the search. The digital allowed to show where to look for the label and forward the participant to the sending page. Before being able to answer, the person had to make the gesture at home shown in the campaign: to look for a small proof with date on an object he already knew. Description of the campaign by Uzina · Campaign record at El Ojo
Three numbers, three readings.
18.5 years are the average age of the pieces with tags analyzed. The competition rules gave a reason to photograph the old table instead of the one that arrived last week. And a piece that had already been thrown out would hardly get into that base. The sample helps document that there are furniture with decades of use. To calculate how long a piece of furniture lasts, it would also be necessary to follow pieces that have been ruined, replaced or stopped being used.
The second number measures something else. In the information published by El Ojo, the perception of durability has gone from 48% to 65% in six weeks, an increase of 17 percentage points, facing an initial target of four. The festival indicates that the indicator reached 68% in 2025. The public record does not detail the question, the composition of the sample or the exposure of respondents. With this data it would be possible to see if the perception also changed among people who saw the campaign without participating in it. Results presented by the festival
The 95,500 new members of the IKEA Family, reported in the El Ojo and in the application for The One Show, concern the loyalty program. The requirement to be a member linked the registration in the program to the opportunity to participate. The number of sign-ups does not tell how many new members returned to the store or bought after the campaign. This information would help to understand the commercial value beyond the collection of participations. Results registered on The One Show
From the award-winning idea to the measurement work
The El Ojo evaluated 64 applications in the 2026 efficacy category. Gran Ojo arrives after the brand announced four Lions in Cannes for the same work in 2025. The application of effectiveness draws attention to what the idea allowed to observe: participation left a photograph with date, the survey followed a perception of brand and the loyalty program registered registrations. awards list of effectiveness · IKEA balance sheet on Cannes
A team that wants to use the case to review a media plan It has a concrete question to ask before investing. What behaviour can each channel measure? In this case, the page could count registrations. To know if the message also reached who never sought the label, it would be necessary to measure recall and perceptions among that audience.