Ikea campaign awakens people to the value of sleep

Following research that 63% of people feel unhappy with the amount of sleep they get, Ikea has made it their mission to awaken people to the value of sleep.

As part of its sleep-orientated integrated marketing campaign, Ikea has partnered with Dr. Guy Meadows, co-founder of The Sleep School, to compile a list of key insights and expertise to help people sleep like a log. The information has been integrated into the Ikea website as 'The Ikea Sleep Hub.'

As part of 'The Ikea Sleep Hub,' Ikea has organised a series of in-store workshops and events that focus on the insight that sleep is a truly individual experience entirely unique to a person.

The campaign launches today with an advert that reappraises the night and value of sleeping life. It opens with a group of friends driving through town late at night.

Dressed head to toe in slumberwear, the kids arrive at the 'nightclub' where everyone is dressed for bed.

After passing by a food truck that's serving bowls of Cheerios and toast kebabs, they gain entry to the club with stamps from the bouncers.

Upon entry, it becomes clear that this isn't your typical nightclub, but a large scale sleepover. Upon the dancefloor sits a range of Ikea beds, as people prepare for a good nights rest.

With everyone fast asleep (even the bouncers) a neon sign reads "Tonight is to Sleep.”

The campaign will launch on broadcast TVC, cinema and digital media across the UK from today (16 January) and Ireland from Thursday (17 January). The multichannel campaign is supported across paid and earned channels by PR and CRM.

Laurent Tiersen, IKEA UK and Ireland marketing manager, said, “The pressures of modern living place great focus on our waking lives, but we often neglect the importance of a good night's sleep - a lack of which can fundamentally impact our daily lives both physically and emotionally. The aim of this new campaign is to change how we prioritise the importance of getting a good night’s rest in an effort to get people to really understand that Tonight is to Sleep.”

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