By guest author Kyle O’Brien Creative Works Editor, The Drum
Ikea is not just about meatballs and couches. With its latest campaign, the Swedish retailer wants to be known as sleep experts, so it partnered with National Geographic on a series of films called ‘Bedroom Habitats.’
The faux-nature series looks to capture and document the human species in one of the most challenging habitats — the bedroom. The films cover everything from a comically small mattress to the unrelenting threat of clutter.
Created by National Geographic with Wavemaker, the four videos in the series will highlight different consumers with varying sleep challenges. The first, ‘Small Bed Battle,’ shows a couple fighting for space in their tiny bed as a narrator gives a documentary style blow-by-blow of the epic struggle. A positive outcome surfaces after the couple goes to Ikea and gets a reasonably-sized bed.
The series will be hosted on a dedicated National Geographic Bedroom Habitats microsite, along with sleep challenges and shoppable solutions, and on National Geographic Instagram stories and its Facebook page. The series will also be supported with paid social and display units.
A complimentary campaign titled ‘Save Our Sleep,’ features the same nature documentary style, highlighting the issue that one-in-three Americans doesn’t get enough sleep, with Ikea offered up as the sleep hero.
Produced by Ogilvy, the ‘Planet Sleep’ television spot showcases how a comfortable bedroom sanctuary can help save endangered sleep through the implementation of simple and affordable sleep solutions, like new lower priced mattresses and ergonomic pillows. It starts by showing tired people in stressed out urban lifestyles. They only become happy as they realize that Ikea is the solution to their sleep problems.
“Trends show that a good night’s sleep might very well be going extinct. Globally, the average number of hours slept has fallen significantly in the past 50 years from eight hours to just a little over six,” said Joy Kelly, US media manager at Ikea. “Having conducted years of extensive research into how people live (and sleep) at home – and implementing those learnings to create a better everyday life – we know Ikea has the complete quality bedroom solutions that can help everyone achieve a good night’s sleep, so we wanted to be sure to showcase that.”
These quirky films mark the start of a larger, year-long campaign by Ikea to combat decreasing sleep levels in today’s society, positioning the retailer as one that is creating hope for the future of sleep.
“With the year-long ‘Save Our Sleep’ campaign, we hope to inspire consumers with simple, affordable bedroom solutions that will go a long way towards a better night sleep,” added Kelly. “Sleep-deprived consumers can be rest assured that Ikea is committed to saving our sleep in 2019 and beyond.”
By clicking on the first link below you can watch some sample video clips