In a playful late-night stunt developed with Rethink, Ikea Canada surprised insomniacs with a classic DM (and surprised respondents with a brand new mattress delivered to their door).
The promotion is open to all Ikea Family loyalty members.
Late on Friday night, Ikea Canada did what most brands wouldn’t dare: it slid into people’s DMs.
The unexpected message, simply, “u up?,” took sleepy scrollers by surprise and turned a classic late-night text into a clever social stunt promoting Ikea mattresses. Some of those who responded between 10pm and 5am to the brand’s DM with a little late-night banter were rewarded with a free mattress.
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“Ikea is proud to offer stylish home products at an affordable price to people from all walks of life,” said Jacqueline Wark, director of marketing communications at Ikea Canada. “We’re passionate about helping Canadians curate each and every room in their homes and we especially want to help them get the good night’s rest that they deserve.”
The campaign was designed to meet consumers at the moment when they were actually struggling to fall asleep. “We wanted to find a way to engage with people when sleep and mattresses are top of mind – like when they’re literally having trouble sleeping,” added Robbie Percy, group creative director and partner at Rethink. “So, the age-old ‘u up?’ message is a very relevant, fun and playful way to do that.”
For those who weren’t awake to catch the message or are simply in the market for a new bed, the company is offering 15% off mattresses and sleep comfort products from February 10-23, available in-store and online. The promotion is open to all Ikea Family loyalty members, who can sign up for free at ikea.com.
The campaign was led by Rethink on creative, strategy and PR, with media handled by Carat. The brand also worked with social media influencers to amplify the buzz.
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