IKEA Radio COFFEE by Zig Toronto

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Industry Department Stores & Shopping Malls
Media Radio
Market Canada
Agency Zig Toronto
Executive Creative Director Martin Beauvais
Producer Rmw - Ted Rosnick
Account Supervisor Lesley Rivard
Production RMW Music
Released August 2010

Credits & Description

Category: Retail Stores
Advertiser: IKEA CANADA
Product/Service: SULTAN MATTRESS
Agency: zig
Executive Creative Director: Martin Beauvais
Scriptwriter: Neil Blewett
Agency Producer: Lesley Rivard
Account Supervisor: Lesley Rivard
Production Company: RMW MUSIC, Toronto, CANADA
Director: Ted Rosnick
Producer: Ted Rosnick
Sound Studio: RMW Music
Sound Engineer: Tyson Kuteyi
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: zig, Toronto, CANADA

ANN1: When Cindy doesn’t sleep well, she has extra coffee in the morning and sounds like this: FVO: I just love coffee in the morning. I practically live off it. It gives me so much energy. I just love being this enthusiastic! Wow, I’m so super pumped to get lots done today! ANN1: But if Cindy slept on an IKEA Sultan mattress with 25-year warranty, she would sound more like this: FVO: I just had the best sleep ever. I just slept for like 12 hours. I feel so relaxed right now and so well rested. Coffee shmoffy who needs coffee? I’m just high on life, super high! ANN2: Get 20% back in IKEA gift cards when you buy a Sultan Spring Mattress and box spring. IKEA. Love your home. See store for details. Offer ends May 31st. FVO: Oh my gosh! She sounds just like me!

Brief Explanation
In a market dominated by expensive, brand-name mattresses, it was critical for IKEA to convince people that it had a good quality product that would provide people with the same benefit. No other piece of furniture affects you the way a mattress does. In a market like Canada, where sleep is at a premium, many people turn to coffee in the morning to get their day started. Perhaps if they slept better at night, like they would on an IKEA mattress, they wouldn’t need it.