( IKEA sphere in dunes of Sylt )
SLEEP IN YOUR OWN BED IN VERY SPECIAL PLACES. THIS IDEA WAS CREATED BY IKEA AND CREATIVE AGENCY THJNK UNDER THE MOTTO ‘AND HOW DO YOU SLEEP? FOUR BEDS. FOUR PLACES. ONE NIGHT OUT IN THE OPEN. YOUR IKEA SLEEP WELL EXPERIENCE’.
There were journeys by canoe, raft, airplane or glacier lift to unusual places: the sun-baked dunes of Sylt, the depths of an idyllic forest, deep underground in a mine, and to the icy heights of the Zugspitze. Once they arrived, candidates who had previously been selected in a competition had plenty to marvel at – they were able to spend the night in a transparent sphere fitted out with IKEA products. In four videos, each lasting around two minutes, the eight participants talk about their experiences during the event. They had the opportunity to choose their beds and mattresses beforehand in the Ikea store in Schnelsen, Hamburg where a teaser has already been made. Overall, the whole campaign (with TVC) generated just under 18 million visitors to IKEA.de/bedroom, five billion media contacts, an 8% increase in sales—and, incidentally, led lots of people to the bed that’s right for them.
This videos are embedded via the YouTube channel of IKEA Deutschland.