IKEA launches new integrated campaign emphasising on the importance of sleep everyday

Through the ‘Let’s Celebrate Sleep, Everyday’ television campaign and a series of digital films that follow, the brand urges consumers to sleep well in order to get ready for the festive times.

e4m by exchange4media Staff
Published: Oct 27, 2019 6:00 PM  | 3 min read
IKEA campaign

IKEA, the global home furnishing brand, launched a new integrated campaign ‘Let’s Celebrate Sleep, Everyday’. The campaign kicked off by a television commercial opens to a family struggling to sleep at night due to various factors such as ambient light coming from the windows, ambient sounds from outside, uncomfortable mattresses and pillows and the phone buzzing at odd hours. 

The quality of a person’s sleep defines their mood and behaviour every day. The campaign aims at convincing people to improve their sleep, in order to focus better on their everyday lives and lead a healthy lifestyle, especially during this time around when one needs to be high on energy to join in the festivities and celebrations at home, with friends and families, at offices with colleagues or simply with their extended communities.

The TVC campaign is followed by a series of digital films that talk about the 6 key ingredients required for a peaceful sleep, which are comfort, light, temperature, sound, air quality, colour and furnishing. These dimensions play a significant role during a sleep cycle and IKEA offers products under each of these mentioned dimensions.

The advert later addresses solutions to the problems by introducing IKEA products and solutions such as ergonomic pillows, pocket spring mattresses, darkening curtains, comfortable textiles and lighting solutions among others.

Commenting on the ongoing campaign, Amitabh Pande, Marketing Head, IKEA India says “Our culture very well rewards making the most of our day, we try and pack in 48 hours’ worth of action in 24 hours. Interestingly, our constantly connected lives and our relentless FOMO just adds to it, making us take the most crucial aspect of being – our bodies for granted. How can you celebrate and have a great time if you’re not rested enough every night? So, this festive season, we at IKEA are requesting customers to make time for sleep and celebrate sleep every day.”

He further adds, “Through this campaign, we want to focus on sleep as a key ingredient to enable us to do all the things we want to do in our lives. Especially during the festive season, when the day’s activities demand higher energy levels from us. In this scenario, a good night’s sleep can help us make the best of our times spent with friends and family. We are taking small steps to help people adopt a healthy lifestyle through our wide range of beds, mattresses and sleep accessories, catalyzing the importance of sleep.”

IKEA’S campaign continues to celebrate this sleep movement via all communication routes including TV, print, digital, radio, OOH, IKEA Family (IKEA’s customer loyalty program) workshops and BTL activities such as placing ‘Sleep Pods’ at prominent malls in Hyderabad. 

While the print ad showcases IKEA’s product range, the brand simultaneously released a radio campaign to create chatter around the importance of sleep on multiple radio stations in Hyderabad. One of the radio shows called the ‘expert talk’ features IKEA’s interiors expert Mia Olsson, who shares home furnishing insights with the callers. IKEA is also running a radio contest where callers can share their sleep stories to win IKEA gift cards.

The members of the IKEA family offer a compelling reason to celebrate sleep and make every day brighter with exciting offers and ‘learn with IKEA’ workshops.

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