2012 Gold Retail

Client Ikea

How did the campaign make a difference? You can tell if someone’s had a bad night’s sleep. This campaign raised awareness that Ikea has everything you need to get a perfect night’s sleep. So you don’t fall asleep during the day. The Snap a Napper competition highlighted people nodding off during the day. It gathered over 44,000 YouTube views, 13,650 Facebook visits and a 21.9% increase in Ikea’s Facebook fan base. This was a key part of a wider campaign that generated a lively ROI of 17:1.

What details of the strategy make this a winning entry? We spend one third of our life in bed. So it’s important we choose our mattress wisely. Uncomfortable mattresses, creaky beds or inadequate bedding mean many of us are probably not sleeping like princesses at night and are consequently feeling tired and grumpy the next day. Ikea isn’t necessarily considered first choice for mattresses and beds, so it wanted to raise awareness among Ikea Family members (loyalty cardholders) and position itself as an expert in providing a perfect night’s sleep. Ikea’s mattresses are just as good as specialist ones. Getting Ikea Family members actively involved helped encourage them to start thinking and talking about how well they sleep at night and spread news of Ikea bedroom products.

How did creativity bring the strategy to life? Snap a Napper was dreamed up: an exclusive competition offering Ikea Family members the chance to win everything they need to get a great night’s sleep. Just sneakily take a snap of someone catching a few Zzzs, then upload it to the Snap a Napper Facebook competition page. A post appears on your Facebook wall, asking friends to vote for your entry. The napper and the snapper with the most votes won all they needed to sleep happily ever after: worth up to £1,500. An online film featured people sleeping when they shouldn’t. And an email raised awareness of Ikea bedroom products.

Results This campaign boosted incremental sales, waking up 4,379 tired Ikea Family members and getting them to visit their Ikea stores. This was one of best-performing Ikea campaigns recently. Over 44,000 people viewed the film on YouTube. And 13,650 people visited the Snap a Napper Facebook page. This activity drove the acquisition of 3,842 new Ikea UK Facebook fans.

Team Andy O'Carroll - Copywriter, Spencer White - Art Director, Nicky Bullard - Creative Director, Rory Smith - Strategist, Jonathan Goodman - Group Account Director, Angie Perrett - Account Director, Amelia Vaughan - Account Manager, Chris Cannacott - Project Manager, Karl Courtney - Developer

Other contributors Hungry Man Films