Title	IKEA. SHOPPING LULLABY
Brand	IKEA
Product/Service	IKEA GOODS FOR SLEEPING
Category	A05. Music / Sound Design
Entrant	INSTINCT Moscow, RUSSIA
Idea Creation	INSTINCT Moscow, RUSSIA
Production	INSTINCT Moscow, RUSSIA

Name	Company	Position
Instinct team: Roman Firainer & Yarosalv Orlov / Pirogova Antonina & Evgeniy Golovan / Anastasia Semenova / Anastasia Gorenshtein / Marina Vershinina / Natalya Ametova / Anna Zakharova / Anna Chaplygi	Instinct / ZBRSK Digital Production / IKEA Russia	Instinct team: Chief Creative Officers / Creative Group Heads / Digital Designer / Junior Copywriter / Client Services Director / Account Director / Strategic Planning Director / Senior Digital Produc

Describe the creative idea

SITUATION: IKEA is an expert in sleeping solutions. And knows that all of us sleep in different ways and have different needs to make the sleep comfortable. But all of us feel equally bad when we don’t have good night sleep. IKEA understands how important comfort sleeping is for every person and knows how to help people sleep better. TASK: To tell about IKEA expertise, to those who live in the digital world. IDEA: IKEA. SLEEP BETTER! A service that helps you individually to select sleeping-related items and turns them into lullabies.

Describe the execution

CAMPAIGN OBJECTIVES: • Continue building strong emotional connection with IKEA brand by giving further support to the unique brand promise “home furnishing solutions that make every day life at home better” • Build IKEA brand’s expertise in home furnishing solutions for comfort sleeping • Create relevant offers for IKEA non-buyers with activated triggers to maximize penetration CAMPAIGN FOCUS: Consumer finding • When it comes to the comfort sleeping ANY solution is not a solution. • EXPERT solution considering everyone’s individualities is what brings ultimate bliss and tranquility. BUT expert solution is costly IKEA promise • IKEA creates smart and affordable home furnishing solutions for the individual comfort sleep for all types of “sleepers” RTBs • Wide range of bed frames, pillows, matrasses, quilts, bed linen, enough for designing big variety of combinations for all sleeping individualities • Innovations and technologies, most current in the industry • Affordability of IKEA’s sleeping solutions HOW IT WORKS? At IKEA, anyone can find individual solutions for a healthy sleep. Go to the website https://www.ikea.com/ext/ru/kolibelnaya/ and take a test about your preferred ways of sleeping. Turn the button “Sing me a lullaby”. IKEA will sing you your individual shopping list and offer you sleeping-related items that fits your individual needs. Now not only sleeping-related items put you to sleep, but also their names. RESULTS: 27 526 unique lullabies +18% visits on a bedroom section on ikea.ru +19,3% sales of sleeping products