IKEA unveils ‘sleep like a princess’ campaign with Mother
IKEA is unveiling a press and radio campaign using Princess Xenia Gabriela Florence Sophie Iris of Saxony, to prove that its range of SULTAN mattresses is suitable for royalty.
The press ads follow Princess Xenia as she tests a mattress chosen for her using the guide and her resulting night’s sleep. The radio ads feature the test being described along with the solution provided by the guide.
Katie Mackay, strategist at Mother, said: “To deliver quality and expertise credentials for IKEA’s mattress offer, we created the ultimate pressure test – helping a Princess sleep, well, like a Princess. And of course, there was no question of faking it; we had to test it with an authentic Princess, who incidentally actually fell asleep on set. IKEA’s mattress passed the test!”
According to fairy tale The princess and the Pea, a princess is so sensitive that she would be able to feel a pea under ten mattresses, and wouldn’t be able to get a good night’s sleep.
Kemi Anthony, advertising manager at IKEA, said: “At IKEA our ambition is to understand the needs, wants and dreams of our customers in order to help them live a happier life at home. Our research shows choosing a mattress is seen as a complicated and dull chore, and that most people spend less time choosing a mattress than their lunch. By showcasing our guide and using Princess Xenia as the test, we wanted to show that if we can make it easy for her to sleep soundly, then we can help everyone sleep like a Princess.”
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Mother
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