Results and Effectiveness

The campaign received excellent responses from the public and successfully achieved the trending needed for IKEA to stand out from the crowd. Sales increased by 6% during this period, doubled the projected 3%. Ikea’s Facebook page obtained more than 4,600 "Likes"; an increase of 50% over the campaign period. Furthermore, they garnered more than 69,000 unique individuals talking about this representing a 63% spike from the previous campaign. Most importantly, we successfully delivered a very happy and appreciative client who can sleep a little bit easier at night!

Creative Execution

Creating buzz was vital to differentiate IKEA from their competitors. To this end, we crafted an activation program in support of the paid-media, our observations of dozing passengers in public transportations and make a bold yet fun statement. The activation was launched on a Monday morning – arguably the toughest morning of the week to get out of bed. The effect of a bad night’s sleep was brought to life by a group of “exhausted” pyjama-clad pillow-clutching actors sleeping around! They were seen in various crowded locations including MRT trains and platforms, in the middle of high traffic areas such as the Central Business District and Orchard Road as well as the heartlands. To support this, we developed an integrated approach to the media placements with banners placed in high traffic portals such as Yahoo, XINMSN, AsiaOne, print advertisements in newspapers and television commercials in both free-to-air and cable.

Insights, Strategy and the Idea

You might think you see IKEA everywhere but they have an Achilles heel. A hidden challenge lies under the sheets of Singapore’s beds - the mattress market. IKEA’s mattress market is under threat due to aggressive competition from big retailers like Courts, Robinsons, Harvey Norman and even individual mattress brands. We wanted to own this story and use it to create something people can really relate to. We noticed that the Mass Rapid Transit (MRT) is full of people dozing off on a stranger’s shoulder. Research shows that sleep deprivation can cause excessive daytime sleepiness, fatigue, weariness, and many other negative side-effects. We decided to play on this observation and came up with the communication platform: “I Need a Snooze”. A concept which hits the right note and engages easily. We created a talkable, surprising campaign that ultimately increased sales by a whopping 6%!