Project: Säg det med en säng (Say it with a Bed)
Client: IKEA
My Role: Head of Digital Production / Producer
Brief
Most mattress-retailers like to focus on how difficult (and expensive) it is to choose the perfect bed. This have made price worthy IKEA lose sales. So how do we promote IKEA’s bed range and convince people that a new bed doesn’t have to be a lifelong investment?
Solution
By reminding people that it’s not that complicated: Your bed changes when life changes. So we gave Swedes the opportunity to reveal their next steps in life by embroidering personal messages on IKEA beds. Simply – saying it with a bed.
Results
After two months and thousands of submissions to the campaign website we have seen IKEA beds playing the lead role in all of life’s big moments: revealing pregnancy, popping the question and surprising kids with their first own bed.
Store visitors who wanted to buy a bed went up with 20 %, and IKEA’s likeability went up with 10 %. Might we call it a success? The new couple My & Alex would probably agree, the same with Eva & Edward. They’re getting married next summer.
Case Film
AWARDS & NOMINATIONS
Silver, Epica Awards, Consumer Services & Household Interactive
Bronze, Epica Awards, Consumer Direct
Bronze, London International Awards, Digital, Product/Service - Single, Home Furnishings/Appliances
Finalist, New York Festivals, Branded Entertainment: Products & Services - Retail Stores
Finalist, New York Festivals, Digital: Websites & Microsites; Products & Services - Retail Stores
Finalist, New York Festivals, Digital: Interactive Applications - Interactive Tools
Shortlist, Cannes Lions, Direct Marketing: Digital & Social/Use of Digital MarketingDuring the two-month long campaign, we documented and delivered surprise-beds all over Sweden. And although bed deliveries were limited to Sweden only, a worldwide audience wanted to participate. All thanks to beds from IKEA.
Eva & the Surprise
Frida + Lovisa
Elena & the Secret
Guzal & Sardor
My & Love
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