IKEA SLEEP CONCERT

ClientIKEA SCHWEIZ
Category B08. Events & Stunts
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 swiss people’s attitude towards IKEA beds. We literally got them between the sheets to let them experience a night to remember – and to talk about: We invited star-composer Max Richter to Zurich and let him perform his eight-hour symphony "SLEEP" in front of an audience no other artist would seriously wish for: a sleeping one. And people were not just sleeping in any kind of beds – but in beds that perfectly matched their personal preferences. How? Everyone applying for one of the highly coveted tickets on IKEA.ch had to customize the bed he or she wanted to spend the night in. Eventually the tickets were raffled - so 120 lucky winners were awaited by their personal dream bed on August 5 2017 in Zurich.

Execution

The concert location "Halle 622" in Zurich was fully equipped with IKEA products – so the event became a 360° brand experience. At the heart of it there were the 60 personalized IKEA beds, perfectly set up in the unusual context of high-culture. To the media, this unique cocktail of sleep culture and high culture proved almost irresistible.

This unique sleep-event helped us tackling the Swiss quality-price-perception towards IKEA beds by creating consciousness for the quality of our range through a multisensual experience. 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. This lead to 18.7 mio. media impressions (Print: 2,8; Radio/TV: 0,9 Online: 15,0) and an earned Media Value of CHF 300.000. The Livestream had more than 5000 sleepyheads following the concert through the night.

The Situation

The IKEA "Sleep" event is a unique and fun way to raise consciousness about the importance of a good night sleep as well as an entertaining PR stunt to arouse longing and anticipation for our wide range of IKEA beds. Furthermore, Max Richter is a well-known composer

The Strategy

While the 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. Our sophisticated SLEEP event attracted a more grown-up customer segment which fits perfectly to the sharper Swiss target group of "established adult costumers" (25+ years). Testing beds during a store-visit is often associated with stress, that‘s why our sleep-event turned the typical testing-situation upside down, by offering a relaxing and desirable "dream bed"-atmosphere. The cooperation with star-composer Max Richter made the great sleeping-experience of our 120 winners worth being spread all over Switzerland. On top of that, by letting our participants generate their "dream-beds" via web-configurator we collected and analyzed data for upcoming targeted offers and personalized communication. By setting up a live stream we ensured that thousands more than just the winners experienced a night made special by Max Richter and IKEA.