Ikea begins Sleep Talk campaign
By Derek Winkler
Furniture retailer Ikea has begun a campaign called “Sleep Talk Reviews” to promote its line of mattresses. Developed by Rethink, the initiative includes a 60-second commercial featuring recordings of various consumers talking in their sleep while using the mattresses. The recordings were made over two nights at an Ikea store in North York, ON in what the company describes as a “social experiment.” The campaign also includes radio, billboard, Spotify and social media advertising. Media work is being handled by Carat.
“At Ikea, we’re always exploring creative ways to connect Canadians with affordable everyday solutions that help them to get a good night’s rest and improve their overall life at home,” said Jonelle Ricketts, head of marketing at Ikea Canada. “With ‘Sleep Talk Reviews,’ we captured real, unscripted moments to show, quite literally, how comfortable our mattresses are.”