Dubai – For Valentine’s Day, Al-Futtaim IKEA UAE has come up with the ideal tool for lovebirds to propose with: the Vallen Key. Much more practical than any diamond ring to pop the most important question, the Vallen Key is a genuine commitment to building a life together. 

Delivered in a sophisticated blue velvet case, the limited-edition Vallen Key comes with a special romantic message inscribed on it: Let’s build a life together. The velvet box when opened reveals the proposal of “Will you move in with me?” All of it is packaged in an IKEA box with an instruction manual that doubles as a guide to moving in together, and a list of promises to make for a happy relationship (such as “I will never create a floordrobe).”

The lovey-dovey activation was launched by Al-Futtaim IKEA UAE in collaboration with IMPACT BBDO and Impact Porter Novelli.


Eager romantics could participate in IKEA’s Instagram contest for a chance to win a romantic dinner at the IKEA restaurant, complete with a professionally captured proposal video – using the Vallen Key of course – to be shared on IKEA channels.

Carla Klumpenaar, GM Marketing & Communications, Al-Futtaim IKEA UAE, Qatar, Egypt and Oman said, “I couldn’t be prouder of the unique campaign we launched at Al-Futtaim IKEA for Valentine’s Day this year. Our Vallen Key initiative isn’t just about offering a product; it’s about creating moments of pure joy and unforgettable memories for our customers. We’re thrilled to be a part of love stories across the UAE, helping couples take their relationships to the next level with our exclusive Vallen Key. This campaign embodies the spirit of innovation and commitment that IKEA stands for, and I’m excited to see the impact it will have on our customers’ lives.’’ 

Ali Rez, Chief Creative Officer, IMPACT BBDO, commented, “A diamond might be forever, but a Vallen Key is forever while helping you build a Hemnes bedroom dresser. So much more useful.”

Credits for the campaign:

Brand – Al-Futtaim IKEA
Carla Lumpenaar – GM Marketing, Communications & Interior Design, UAE Qatar Egypt & Oman
Dina AlSahhar – Regional Marketing Manager, UAE, Qatar, Oman, Egypt
Houda Sfar – Regional Marketing Specialist

Creative Agency – IMPACT BBDO Dubai
Chief Creative Officer – Ali Rez
Jad El Rabahi – Managing Director
Moiz Khan – Associate Creative Director
Rima Hussein – Business Director
Shabeer Shahan – Designer
Islam Gadkarim – Head of content
Kevin Mibzar – Content Creator
Kareem Alali – Account Manager
Sandeep Fernandes – Copywriter

PR Agency – Impact Porter Novelli
Claire Lawson – General Manager
Shifa Al Usman – Senior Account Manager
Tamara Hamadeh – Junior Account Manager
Tejeswar Mohapatra – Account Executive

Production – Yippee Ki-Yay Sydney
Simon Ingerson – Production