Ikea Helps You 'Sleep Like A Princess'
IKEA, the home furnishing expert, has put its range of SULTAN mattresses to the ultimate pressure test in a new advertising campaign that uses a real-life Princess, the most sensitive of sleepers, to see if they can truly help her sleep like a Princess.
The press and radio campaign features a bona fide Princess – Princess Xenia Gabriela Florence Sophie Iris of Saxony. Princess Xenia was invited to use IKEA’s quick, easy and free mattress guide to discover the perfect IKEA mattress that complemented her sleeping habits.
The press ads follow Princess Xenia as she tests a mattress chosen for her using the guide and her resulting night’s sleep. In radio ads the test is described along with the solution provided by the guide, encouraging listeners to try it for themselves so they can get their own perfect night’s sleep.
Kemi Anthony, Advertising Manager at IKEA comments: “At IKEA our ambition is to understand the needs, wants and dreams of our customers in order to help them live a happier life at home. Our research shows choosing a mattress is seen as a complicated and dull chore, and that most people spend less time choosing a mattress than their lunch. By showcasing our guide and using Princess Xenia as the test, we wanted to show that if we can make it easy for her to sleep soundly, then we can help everyone sleep like a Princess.”
Katie Mackay, strategist at Mother who created the campaign for IKEA, said “To deliver quality and expertise credentials for IKEA’s mattress offer, we created the ultimate pressure test – helping a Princess sleep, well, like a Princess. And of course, there was no question of faking it; we had to test it with an authentic Princess, who incidentally actually fell asleep on set. IKEA’s mattress passed the test!”
Click the link to use the Mattress Guide www.IKEA.co.uk/mattressguide
Credits
Creative Agency: Mother
Art Director: Mother
Copywriter: Mother
Planner: Mother
Agency Producer: Mother
Photographer: Jo Metson Scott
Media Agency: Vizeum
