The media is full of the importance of sleep to health and wellbeing (not to mention longevity and ageing) and IKEA has dived into the trend worldwide to establish itself as the “sleep experts”. Its latest campaign, by MRM Madrid, invites people to design their perfect sleep while they are sleeping.
The creative commerce campaign, Design Your Sleep While You Sleep, includes a collaboration with ShutEye, a leading sleep monitoring app. IKEA Family subscribers in Spain can now opt into an experience that will analyse their unique sleep patterns to generate bedroom product recommendations that can help them have a healthier night’s sleep.
The campaign invites users to a free 7-day trial of the ShutEye app. The app will note activity like snoring, background noise, moving during sleep, using the data it collects to suggest IKEA product pairings ranging from duvet covers to smart lighting for a more comfortable rest than a user’s baseline. If the app detects difficulty in achieving deep sleep, for example, IKEA might recommend an ergonomic pillow, and a duvet designed to maintain proper head alignment and optimal body temperature. If the app detects that noise in the environment is making it difficult to rest and achieve sleep cycles, it may suggest noise-blocking curtains and a smart lighting system to help with relaxation before going to bed.
Credits
Client: IKEA
Chief Marketing Officer: Gabriel Ladaria
Engagement Team: Ana Ordoñez, Carmen Martinez &Sofia Ambrosio
Digital Marketing Specialist: Blanca Orcasitas
Business Lead: Pilar Pacheco
Campaign Partner: Shuteye
Chief Executive Officer: Gaffery Lee
Business Director: Betty Nia Goh
Designers: Steven Liew, Humphrey Foo, Ziyang Yu, Sienna Soon, Zeo Oon, Leighton Wong, Anduin Teo
Business Leads: Daria Tibrewal & Shon Goh
Product Team: Lanzy Teo, Julio Cho, Chester Yam
Creative Agency: MRM Madrid
Chief Creative Officer: Félix Del Valle
Executive Creative Director: Guillermo Santaisabel
Associate Creative Director: Sergio Garcia
Design Director: Pablo Camarero
Art Director: Paloma De Juan
Copywriter: Mercedes Laso
Motion Designer: Nerea Moreno
General Manager: María Martínez
Business Director: Lola Paris
Account Director: Betsy Ríos
Account Supervisor: Pablo Millan
Account Executive: Clara Ortiz
CRM: Elena Barbera
Data Analyst: Diego Estrada
Chief Technology Officer: Francisco Gutiérrez
Digital PR Manager: Miguel Simón
Developer: David Rodriguez
Media: Dentsu Creative Spain
