The initiative is designed to communicate the message that Ikea can help you sleep like a princess at night, so you won’t fall asleep during the day.
Based around the sight of people nodding off in public places, it highlights that uncomfortable mattresses, creaky beds or inadequate bedding means these individuals are probably not sleeping like a princess at night.
Created and developed by Lida, the email, online film and competition elements are all designed to drive awareness of existing Ikea bedroom products.
The email – being sent to 1.3 million Family members – directs people to the Ikea Facebook page. Here they can enter a competition to win everything they need from Ikea to get a perfect night’s sleep. A video at the top of the page features several different scenes of people falling asleep.
This is designed to engage and encourage members to ‘Snap a Napper’ and submit a photo of someone they know stealing a sneaky 40 winks during the day, to enter the competition.
The film will also appear on various video-sharing sites such as Vimeo and on the Ikea UK YouTube channel, with the aim of driving people to the UK Facebook competition page.
The communication push forms part of a wider multi-channel campaign, featuring a real-life princess and radio activity on Absolute Radio.
Ikea UK and Ireland relationship manager Markus Weichselbaumer said: “Our campaign is based on creating awareness that everyone deserves a great night’s sleep, but as experts in how people live their life at home, we know that’s not always the case. In fact, over 70% of people believe they don’t get enough sleep. Take the time to ensure you have the right mattress, one that’s absolutely perfect for you.”
Lida creative director Nicky Bullard added: “This is another original concept derived from a brilliant insight – that catching 40 winks in public can be embarrassing. This will undoubtedly strengthen ties with customers and hopefully put a smile on their faces.”
Ikea overhauls loyalty mailshots
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