Ikea turns print ad into sleeping aid

Swedish furniture brand Ikea used a print advertisement integrated with lavender scent with the aim to help people sleep better.

The ad conceptualised by Ikea's United Arab Emirates (UAE) agency Memac Ogilvy, just requires the users to strip off the advertisement from the magazine and open the tab to activate a white noise which according to Ikea helps people sleep better. The ad page is fixed with a charging point for the scent and music to activate.

Ikea conducted a research on sleep behaviour in the UAE and found that about nine in ten people in the UAE are not getting the ideal eight hours of sleep a night.

The campaign's video description stated: "In order to help those who struggle to get a good night’s sleep, we created SÖMNIG. A print ad designed to do exactly what our range of beds and mattresses do – give you a great night’s sleep. Simply remove the ad from the magazine, switch on, and place next to bed. When activated, the ad emits a white noise frequency, which has been proven to aid sleep."

Ikea previously offered crib discount to pregnant mums who pee on its ad.

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