IKEA Ambient IKEA Sleep Concert [image] by Wirz Werbung Zurich

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IKEA Sleep Concert [image]

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Industry Home Furniture, Department Stores & Shopping Malls
Media Ambient
Market Switzerland
Agency Wirz Werbung Zurich
Chief Creative Officer Livio Dainese
Creative Director Caspar Heuss
Art Director Heinrich Schnorf
Copywriter Katrin Espelage
Released August 2018

Awards

New York Festivals Awards 2018
PUBLIC & MEDIA RELATIONS Best Use Of Medium: Live Events Third Prize Award
PUBLIC & MEDIA RELATIONS Product & Services: Home Appliances & Furnishings Third Prize Award

Credits & Description

Company: Wirz / BBDO
Brand: IKEA AG
Title: IKEA Sleep Concert
Country: SWITZERLAND
Livio Dainese - Chief Creative Officer
Caspar Heuss - Creative Director
Katrin Espelage - Copywriter
Adrian Schraeder - Head of Content Strategy / Storyline
Antonia Frind - Social Media Manager / Storyline
Odile Huth - Senior Content Strategist
Heinrich Schnorf - Art Director
Lisa von Radecke - Graphic Designer
Sascha Djabbari - Account Director Digital
Simone Jehle - Account Supervisor
Martina Raach - Account Director
Fabian Nold - Account Director
Henrik Zapp - Planner
Bettina Faessler - Agency Producer / Art Buying
Ladina Bischof - Photographer
Jan Mettler - Cameraman
Max Richter - Music
Simon Wirth - Marketing Manager IKEA Switzerland
Franziska Merz - Project Leader IKEA Switzerland
Synopsis:
The Campaign
We used the best way to change the Swiss attitude towards IKEA beds by literally getting the people between our sheets to let them experience a night to remember – and to talk about:
We invited British star-composer Max Richter to Zurich and let him perform his eight-hour lullaby "SLEEP" in front of an audience no other artist would seriously wish for: a sleeping one.
The people were not just sleeping in random beds but in IKEA beds that perfectly matched their personal preferences. By applying for one of the highly coveted tickets on IKEA.ch all participants could customize their IKEA dream bed they wanted to spend the night in.
Eventually the tickets were raffled and 120 lucky winners were awaited by their personal IKEA dream bed on August 5, 2017.
Creative Execution
The concert location "Halle 622" in Zurich was fully equipped with IKEA products – so the event became a 360° brand experience. At the heart of it there were the 60 personalized IKEA beds, perfectly set up in the unusual context of high-culture.
As the basic bed-choices were made by the applicants online (bed-model, colours, sheets, mattresses), IKEA turned all the beds into little islands of comfort and style.
The night of the concert, every guest was awaited by a welcome-package containing IKEA night- and morning-essentials plus incentives the guests were able to take home.
Guests who preferred enjoying parts of the all-night-concert awake could visit the lounge, where IKEA was able to showcase their livingroom products and home-furnishing competence in an extraordinary atmosphere.
The concert started at midnight and the orchestra played eight hours straight – till 8am, when our guests were waking up to a tasty breakfast.
Our event was featured in the main edition of Switzerland’s daily news programme and the largest national newspapers published full-page articles about IKEAs eight hour lullaby. The event was also a hot topic on numerous blogs, news sites and on the radio.
This lead to 18.7 mio. media impressions (Print:
8; Radio/TV: 0,9 Online: 15,0) and an earned Media Value of CHF 300.000. The Livestream had more than 5000 sleepyheads following the concert through the night.
While our competitors are primarily focused on selling their products, IKEA is curious about understanding the everyday life of the many and finding new ways to communicate.
And since testing beds during a store-visit is often associated with stress, our event turned the typical testing-situation upside down by offering a relaxing and desirable "dream bed"-atmosphere.
Our event was a unique and fun way to raise consciousness about the importance of a good night sleep and at the same time an entertaining and unique marketing stunt which arouses longing and anticipation for the wide range and styles of IKEA beds.
While testing beds during a store-visit is often associated with stress, our event turned the typical testing-situation upside down by offering a relaxing and desirable "dream bed"-atmosphere.
By setting up a live stream we ensured that not only our winners could experience this very special night, but thousands more. The cooperation with Max Richter made this unique bed-testing-experience worth being spread all over Switzerland.
On top of that, by letting our participants personalize their “dream beds” on a web-configurator we collected and analyzed data for upcoming targeted offers and personalized communication.