IKEA SLEEP CONCERT

Short List
ClientIKEA SCHWEIZ
Category D06. Live Events
TitleIKEA SLEEP CONCERT
Product/ServiceFURNITURE
Entrant WIRZ BBDO SWITZERLAND Zürich, SWITZERLAND
Idea Creation WIRZ BBDO SWITZERLAND Zürich, SWITZERLAND
Media Placement CARAT SWITZERLAND Zurich, SWITZERLAND
PR WIRZ BBDO SWITZERLAND Zürich, SWITZERLAND
Production JEFF COMMUNICATIONS Zürich, SWITZERLAND
Credits
Name Company Position
Livio Dainese Wirz/BBDO Chief Creative Officer
Caspar Heuss Wirz/BBDO Creative Director
Katrin Espelage Wirz/BBDO Copywriter
Adrian Schräder Wirz/BBDO Storyline
Antonia Frind Wirz/BBDO Storyline
Odile Huth Wirz/BBDO Storyline
Heinrich Schnorf Wirz/BBDO Art Director
Lisa von Radecke Wirz/BBDO Graphic Designer
Sascha Djabbari Wirz/BBDO Account Director Digital
Simone Jehle Wirz/BBDO Account Supervisor
Martina Raach Wirz/BBDO Account Director
Fabian Nold Wirz/BBDO Account Director
Henrik Zapp Wirz/BBDO Strategic Planner
Bettina Faessler Wirz/BBDO Agency Producer
Ladina Bischof independent Photographer
Olivier Mächler Jeff Zürich GmbH Producer
Leonie Moeri Jeff Zürich GmbH Producer
Jan Mettler stories ag Cameraman
Max Richter independent Music

The Campaign

We used the best way to change the Swiss attitude towards IKEA beds by literally getting the people between our sheets to let them experience a night to remember – and to talk about: We invited British star-composer Max Richter to Zurich and let him perform his eight-hour lullaby "SLEEP" in front of an audience no other artist would seriously wish for: a sleeping one. The people were not just sleeping in random beds but in IKEA beds that perfectly matched their personal preferences. By applying for one of the highly coveted tickets on IKEA.ch all participants could customize their IKEA dream bed according to personal preferences. Eventually the tickets were raffled and 120 lucky winners were awaited by their personal IKEA dream bed on August 5th 2017.

Creative Execution

As the concert hall was equipped with IKEA products, everything became a design touchpoint for IKEA. The 60 customized beds that were perfectly set up in an unusual context of high-culture built the heart of the experience. As the basic bed-choices were made by the applicants online (bed-model, colours, sheets, mattresses), IKEA turned each one of the beds into little islands of comfort and style. The night of the concert, every guest was awaited by a welcome-package containing IKEA night- and morning-essentials plus incentives the guests were able to take home. Guests who would rather enjoy parts of the all-night-concert awake, were invited to get comfortable in the lounge, where IKEA was able to showcase their livingroom products and home-furnishing competence in an extraordinary atmosphere. The concert started at midnight and the orchestra played eight hours straight – till 8am, when our guests were waking up to a tasty breakfast.

Indication of how successful the outcome was in the market

Through its unique multisensual experience, our sleep-event helped us to tackle the Swiss quality-price-perception towards IKEA beds by creating consciousness for the quality of our range. By letting our participants personalize their "dream beds" via a web-configurator on IKEA.ch, we collected and analyzed data for targeted offers and personalized communication. By setting up a live stream we ensured that not only our winners could experience this very special night, but thousands more. The cooperation with British star-composer Max Richter made this unique bed-testing-experience worth being spread all over Switzerland. Our event was featured in the main edition of Switzerland’s daily news programme and the largest national newspapers published full-page articles about IKEAs eight hour lullaby. The event was also a hot topic on numerous blogs, news sites and on the radio.

While our competitors are primarily focused on selling their products, IKEA is curious about understanding the everyday life of the many and finding new ways to communicate. And since testing beds during a store-visit is often associated with stress, our event turned the typical testing-situation upside down by offering a relaxing and desirable "dream bed"-atmosphere.