| Title | IKEA - THE GREAT SLEEP |
| Brand | IKEA GERMANY |
| Product/Service | IKEA |
| Category |
C03. Other Consumer Products (incl. Durable Goods) |
|
Entrant Company
|
THJNK Hamburg, GERMANY
|
|
Advertising Agency
|
THJNK Hamburg, GERMANY
|
|
Production Company
|
CFS KRUG Hamburg, GERMANY
|
|
Production Company 2
|
TEMPOMEDIA Hamburg, GERMANY
|
Credits
| Armin Jochum |
Thjnk |
CCO |
| Bettina Olf |
Thjnk |
Executive Creative Director |
| Bernhard Hoerlberger |
Thjnk |
Art Director |
| Maren Wiegmann |
Thjnk |
Art Director |
| Annika Frey |
Thjnk |
Art Director |
| Alexandra Beck |
Thjnk |
Copywriter |
| Anna Lichnog |
Thjnk |
Copywriter |
| Sabine Kuckuck |
Thjnk |
Copywriter |
| Verena Harwege |
Thjnk |
Account Director |
| Stephan Friedrich |
Thjnk |
Strategic Planner |
| CFS Krug |
CFS Krug |
Production Company |
| Tempomedia |
Tempomedia |
Production Company |
The Brief
You make your bed and lie in it. Yet, it would seem, that’s something seven million Germans are still not getting right. We tend to put sleeping problems down to a late coffee or full moon rather than addressing the true causes. But the answer is very close at hand—at IKEA. p.
Campaign Success
Rather than offering just a scant assortment, IKEA has the biggest sleeping department and it was our job to awaken people’s interest in it. The result? Not just a campaign but the IKEA great sleep.
To sleep well, you need a bed that suits you perfectly. And how do you bring this idea to life in an unprecedented way? By showing people how great perfect sleep can feel—in an individually customized bed against a breathtaking backdrop. The goal? To enter into direct dialog with people, opening up as many tired eyes as possible. We set out to show them all the options IKEA offers to get a good night’s sleep.
Describe the success of the promotion with both client and consumer including some quantifiable results
A TVC introduced the subject. Then we asked our users online how they sleep best. Four were selected—and put into beds customized down to the smallest pillow, located in pretty offbeat places. Whether deep underground or high on a mountain peak, each found the perfect bed. Overall this year we generated just under 18 million visitors to IKEA.de/bedroom, five billion media contacts, an 8% increase in sales—and, incidentally, led lots of people to the bed that’s right for them.
Explain why the method of promotion was most relevant to the product or service
To sleep well, you need a bed that suits you perfectly. And how do you bring this idea to life in an unprecedented way? By showing people how great perfect sleep can feel—in an individually customized bed against a breathtaking backdrop.