IKEA’s new campaign highlights importance of a good night’s sleep

Following on from research that two thirds of people feel unhappy with the amount of sleep they get each night, IKEA have launched a new integrated marketing campaign centring on the power of a decent night’s kip.

Collaborating with The Sleep School founder Dr Guy Meadows, the Swedish furniture chain have created a digital “Sleep Hub” full of handy tips on how to get the best shut eye possible.

The campaign will see in-store activations and workshops that focus on the insight that sleep is a personal experience, completely unique to each individual.

To kick off the campaign IKEA have released a new TV advert which sets out to reappraise the value of sleeping versus the adrenaline filled late-nightlife of the club scene.

The ad opens with friends driving through town after dark before arriving at a “nightclub” where everyone is dressed in pyjamas. This is no university style themed club night however as after tucking into a bowl of milk drenched cereal the revellers settle down to a large scale mass sleepover – all of course on a range of IKEA beds.

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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