| Title | IKEA SLEEP CONCERT |
| Brand | IKEA SCHWEIZ |
| Product/Service | FURNITURE |
| Category |
C02. Live Shows / Concerts / Festivals |
|
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
| 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 the IKEA dream bed they wanted to spend the night in.
Eventually the tickets were raffled and 120 lucky winners were awaited by their personal IKEA dream bed on August 5, 2017.
Campaign Success
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.
As the basic bed-choices were made by the applicants online (bed-model, colours, sheets, mattresses), IKEA turned all 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 preferred enjoying parts of the all-night-concert awake could visit 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Our event was a unique and fun way to raise consciousness about the importance of a good night sleep and at the same time an entertaining and unique marketing stunt which arouses longing and anticipation for the wide range and styles of IKEA beds.
This unique bed testing event was mainly promoted in IKEAs owned media channels. The tickets were raffled amongst all applicants who customized their dream beds on IKEA’s website. By applying with their IKEA Family membership-number the people could improve their chances of winning. This way not only existing IKEA-Family members were activated to take part but
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.
Our sophisticated sleeping event attracted a more grown-up customer segment which fits perfectly to the targeted “established adult costumers” (25+ years).
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 Max Richter made this unique bed-testing-experience worth being spread all over Switzerland.
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.