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IKEA had designed the ultimate Complete Sleep Collection. But in the UAE, people weren’t making the best of it; their phones were. Over 65% of residents reported poor sleep thanks to their devices.
So we did what only IKEA could: we launched the Phone Sleep Collection, so people could finally enjoy their own.
Each mini phone bed was modeled after a human-sized best-seller and flat-packed for self-assembly. It included an NFC chip that tracked phone sleep via the IKEA app. Users who let their phones “rest” for 7 hours, 7 nights straight, earned a voucher for the Complete Sleep Collection.
To kick things off, we partnered with the UAE’s top lifestyle and wellness influencers, who took on our 1-week sleep challenge, sparking a nationwide conversation on the importance of quality rest.
The campaign went viral, reaching over half a billion people worldwide. It became IKEA UAE’s highest-performing social campaign ever, earning coverage in AdAge and Fast Company, among others.