12 March 2012 - 10:14am | posted by | 0 comments

IKEA unveils ‘sleep like a princess’ campaign with Mother

IKEA unveils ‘sleep like a princess’ campaign with MotherIKEA unveils ‘sleep like a princess’ campaign with Mother
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.”

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Sports Bra Award Win

19/12/2014
Our super-star lingerie client, Wacoal Eveden, is...

Malibu - creating the perfect brand moment to enhance engagement

17/12/2014
The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

16/12/2014
The craze of Black Friday crossed the pond and hit the UK...

BREACH: LETS JACK

16/12/2014
‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

15/12/2014
In Q3 2014 Rooster was tasked with launching the new travel...