A product demonstration, a free trial an OOH campaign…and no media spend. Åkestam Holst NoA and IKEA Sweden have turned simple roller blinds into a unique media solution. They have launched a series of specially printed roller blinds that do more than just block out the morning sun. The outside of each blind displays a price and a product from IKEA’s sleep range, such as pillows, duvets, and mattresses, turning every window into advertisement for IKEA when the blinds are drawn.

To create the campaign, IKEA invited everyone to become one of their sleepfluencers. The selected participants received a roller blind free of charge in exchange for turning their windows into billboards for IKEA while they slept.

“This was a way for us to give back to our customers while also gaining visibility in a new and innovative way,” stated Jonas Westberg, marketing communication leader at IKEA Sweden. “The campaign is a fun and unconventional way to help people sleep well while also promoting our affordable range to even more people.”

“As with all our campaigns, we aimed to highlight the essence of IKEA’s Democratic Design – making great products accessible to everyone,” added Michal Sitkiewicz, creative at Åkestam Holst NoA. “This campaign is a playful example of how we could take a simple everyday product and turn it into something both functional and innovative.”

Credits:

Client: IKEA Sweden
Marketing Communication Leader: Jonas Westberg
Integrated Media Leader: Sanna Green
Marketing Communications Manager: Felicia Asklund

Creative Agency: Åkestam Holst NoA
Daniel Vaccino, Creative Director
Art Directors: Michal Sitkiewicz & Eva Wallmark
Copywriter: Rickard Beskow
Client Director: Sophia Wattjersson
Account Manager: Anna Nollendorfs
Final Art: Anna Forsberg
Creative Designer: Hugo Wallmo
Production: John Müllendorfs
Planner: Sindra Liebe
Head of Planning: Jerker Winther
Hugo Wallmo, Creative designer
DoP, Editor & Grade: Carlos Carrasco
Film Producer: Joanna Nilsson