Ikea Canada

Even regular shoppers didn’t have a clue that Ikea sold mattresses. And while low prices were usually an advantage, in this case they were proving to be a liability: used to seeing similar mattresses with a $1,000 price tag, consumers were often suspicious of the quality of Ikea mattresses.

Zig gave consumers a simple equation to connect Ikea to mattresses. While the competition was busy talking about features like memory foam and independent coils, Ikea would own the easy-to-remember high ground: few things have the ability to affect your mood and productivity more than a lack of sleep.

Each element of the multimedia campaign had a specific job to do. Television achieved mass awareness, while a guerrilla campaign generated talk-value and PR. Radio drove traffic to the store with an offer, and a microsite used the famous Ikea radio voice as a “sleep coach” to help consumers find the right mattress. Here, the quality issues were addressed head-on with product demonstrations.

In the first week of the campaign, Ikea sold more than double the number of mattresses and box springs it sold in the same month the year before. Elements of the campaign were also recognized with a gold Radio Lion at Cannes and a Webby award.