Client
IKEA
Project
Sleepmode
The Sleepmode campaign
More than one in three Danes struggle with sleep. The biggest culprit across generations? Screens. Over 83% of Danes bring their device to bed. That’s why IKEA set out to inspire people to respect their sleep and keep screens out of the bedroom. But they also went one step further, took their own medicine, and put the campaign on sleep mode every night at 11 p.m.
"In collaboration with IKEA, I’ve gone to sleep"
Even the content creators IKEA collaborated with went to bed in partnership with IKEA – and live-streamed their sleep to their audiences throughout the night.
Results you shouldn’t sleep on
23,454 interactions: including 666 comments and 10,819 likes Brand Trust Index: 108 Penetration Index: 113
“During the day, we reminded Danes that IKEA’s products could improve their sleep. At the same time, the campaign inspired people to respect their sleep and keep screens out of the bedroom. It ran on TV, in cinemas, on social media, and as display advertising.”
Work
Se alle