IKEA’s Six Elements of Sleep

1 in 2 Canadians struggle with some sort of sleep-related problem and many products on the market aim to help, from smart watches to miracle products and more. 

With a wide range of mattresses & sleep-related products, IKEA wanted to elevate its share of voice in the sleep category and communicate that a good night’s rest is less about following trends and more about the practical basics of Swedish sensibility.

To educate and shift consumer perceptions, we created a campaign that highlighted IKEA’s six elements of sleep for better rest. We coupled it with the message that improving your quality of sleep lets you dream bigger and better… so that you can spend more time bringing your home to life.  

Each season, the campaign focused on different aspects of IKEA’s six elements through relatable problem-solution narratives like putting clutter out of mind so you can unwind and sleep in peace. Through the six elements, we showcased that IKEA has a full range of affordable solutions to complete your sleep. 

The campaign was executed across multiple channels and is part of IKEA’s effort to be the leader in sleep.