IKEA Promo, Case study LULLABIES by Forsman & Bodenfors Gothenburg

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Art Director Adam Ulvegärde, Andreas Malm
Copywriter Elisabeth Christensson, Fredrik Jansson
Account Supervisor Hans Andersson
Released April 2011

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: IKEA
Date of First Appearance: Apr 1 2011
Entrant Company: FORSMAN & BODENFORS, Gothenburg, SWEDEN
Entry URL: http://entries.se/e/ikea/lullabies/
Art Director: Adam Ulvegärde (Forsman & Bodenfors)
Art Director: Andreas Malm (Forsman & Bodenfors)
Copywriter: Fredrik Jansson (Forsman & Bodenfors)
Copywriter: Elisabeth Christensson (Forsman & Bodenfors)
Graphic Designer: Christoffer Persson (Forsman & Bodenfors)
Web Producer: Stefan Thomson (Forsman & Bodenfors)
Agency Producer: Alexander Blidner (Forsman & Bodenfors)
Planner: Tobias Nordström (Forsman & Bodenfors)
Account Manager: Katarina Klofsten (Forsman & Bodenfors)
Account Supervisor: Hans Andersson (Forsman & Bodenfors)
Production Copmany: (Social Club)
Production Company: (KokoKaka)
Director: (RBG6)
Photgrapher: Carl Nilsson
Music: (Music Super Circus)
Advertiser's Supervisor: Christine Eliasson (IKEA)
Media placement: Website - - - -

Insights, Strategy & the Idea
IKEA has a long running claim for their bed offer, ”Better Sleep for Everyone”. They wanted to revitalise the claim in a campaign that would engage every man, woman and child in Sweden, regardless of age, size or if they were in the market for a new bed. It seemed like a tough task. Until we thought of something everyone, young or old, has a relationship to - Lullabies! Not lullabies produced in the traditional way, but in a new, modern way. Lullabies you’d be happy to pay for in a record store (if record stores still existed).

Creative Execution
We asked six of Sweden’s most talented musicians to compose modern interpretations of classic lullabies. The six songs were then turned into six music videos featuring six artists in six beds.
And yes, you guessed it, the music videos were not only used as TV commercials, but they also became the motor for an online integrated campaign.
A website was created where we gathered the videos. Users could watch the videos with a state of the art scroll. They could read more about the artists and their respective beds – these were personally selected according to the artist’s height, weight and preferred sleeping positions.
Last but not least, the songs were released (together with Sony Music) as an album, with an album cover that looked, surprisingly, like an ad for IKEA. Creating an ad out of the holiest of places in a music player.

Results and Effectiveness
If you can get people to log into iTunes and pay for a commercial, you know you’re message has a far reaching effect. The campaign has also been one of the most talked about campaigns in Sweden. For instance, Sweden’s second largest newspaper, Expressen, posted all six of the videos on their website and kept them there, and now we can proudly say that IKEA is the market leader in beds in Sweden. Something to sleep on.