IKEA “Sleep Talk Reviews” in Canada

Source: IKEA

IKEA has long been a leader in mattress sales, and I believe that one thing that makes them a leader is their marketing.

It’s quite brilliant.

Take for example this campaign from just this past July from Canada, where the brand invited consumers to test their products in one of their stores while filming their sleep. Over the course of several participants and two nights of good rest, IKEA created a film of them all talking/babbling/snoring/etc. while sleeping titled “Their Sleep Does All The Talking.”

Really makes you want to roll into bed and take a nap! If you’re a loyalist, this reinforces your beliefs and if you’ve never considered IKEA for a mattress well then maybe now you will!

Plus it sure does show off the product’s efficacy … show don’t tell!

Then there’s this other “campaign” where IKEA was able to track people who are up late at night and send them a simple little message …

Again quite brilliant at its ability to break through and connect and not so subtly reinforce product efficacy because, hey, with IKEA you wouldn’t be up right now!

Great marketing and a great product … great match … leadership.

What’s your experience? JIM