Client
IKEA
Project
Madraspant
Remember to recycle on Black Friday
Around 500,000 mattresses end up being incinerated in Denmark every year without being recycled, and IKEA set out to tackle this on Black Friday. By handing in just one sprung mattress, every Dane could receive a voucher worth 500 DKK for IKEA — a thank-you for contributing to a circular consumption society
80-85%
This is how much of a mattress can be recycled. We used that percentage to inspire Danes towards more circular consumption and to encourage all of us to reflect on what happens to the old when we buy something new
An action that creates results
The campaign generated an earned media reach of more than 1.5 million – but more importantly, it made sure that the longest queue on Black Friday wasn’t for buying something new, but for handing in something old. More than 1,600 mattresses were collected and recycled on Black Friday alone
Tons of CO2
Through RetourMatras in the Netherlands, IKEA ensured that the materials from the returned mattresses were recycled. And even though the mattresses were transported to the Netherlands, IKEA still saved around 50 kg of CO2 per mattress compared to if they had ended up as incinerated waste.
IKEA managed to take over the Copenhagen cityscape with the highest percentage figure promised to consumers during Black Week. But unlike the discounts Danes are so used to, this percentage was not about savings – it was a message: ‘80–85% of a mattress can be recycled.
Work
Se alle
IKEA
Employer Branding