- IKEA wanted to be synonymous with the bedroom: think bedroom think IKEA
- An innovative partnership with Channel 4 resulted in 10” spots in the break nearest to 10:30 every night for 10 months.
- £14m of incremental sales to IKEA as a result of the advertising
IKEA came to Vizeum with a distinct challenge. They wanted to make themselves synonymous with the bedroom: Think bedroom Think IKEA. Vizeum used sleep psychologist’s research to understand more about the bedroom and IKEA’s place in it. They gleaned three valuable insights which could consequently feed into the TV solution. They were:
- A good night’s sleep is directly linked to an individual’s happiness
- People that go to bed at the optimal time of 10:30pm are the happiest (Source: Peter Hames), but the average UK bedtime is 11:41pm (Source: Professor Leeds)
- Everyone has their own personal ‘bedtime ritual’ and the whole bedroom is involved in going to sleep
They needed to engage people during their bedtime ritual to persuade people that investing in their bedroom was a great way to invest in their overall happiness and that as the only complete bedroom specialist, IKEA was the best place to go to make that investment.
There were therefore three objectives that the TV solution needed to achieve:
- Explicitly link the bedroom to happiness – Happy to Bed
- Establish IKEA as an integral part of the bedtime routine – particularly 10:30pm
- Make IKEA THE destination for bedroom furniture
The big idea for the TV solution revolved around IKEA owning bedtime (as close to 10:30pm as possible) and help people go Happy to Bed. Vizeum knew that TV is the last media they consume before commencing their bedtime routine, and the decline in TV consumption post-11:00pm mirrors consumers bedtime habits. Therefore any campaign that tried to own bedtime had to be led by TV. Therefore they developed an integrated plan with TV at the heart of it which sought to deliver the prompt for people to go Happy to Bed.
The innovative part of the campaign was the partnership that Vizeum formed between IKEA and Channel 4 where they ran a 10” spot first in break in the ad break closest to 10:30pm every night for ten months. This wasn’t your typical 10” spot however, instead with creative agency Mother London they created an IKEA Happy to Bed clock that prompted viewers to go to bed at the perfect time.
Visually the clock was a throwback to the BBC clock that was a big part of British culture for 40 years, but delivered in the style of that reflected the face of one of IKEAs most popular clocks the SKOJ wall clock. The visual of the clock was accompanied by a sonic logo and the spoken words in a soothing voice “It’s 10:30pm – it’s Happy to Bed time”. To ensure that the correct time was aired, 25 different spots with 25 different voiceovers were shot.
In support of the Channel 4 partnership, there was also a 540 TVR TV campaign. The campaign launched with a 60” spot in X-Factor and the 60” spots ran solus for the first week supported by a 30” launch in the second week running 1:1 and from the third week onwards the 30” ran solus. The spot campaign was designed to generate awareness of the Happy to Bed proposition. There was emphasis on late peak which helped the campaign deliver a high level of cover around family bedtimes. It was also important to deliver the Happy to Bed message as prominently as possible to prompt an earlier bedtime therefore position in break was crucial and 84% of the campaign was delivered with a position (first, second, pen, last).
People who were exposed to all elements of the campaign were:
- 40% more likely to be interested in IKEA’s Happy to Bed range
- 52% more likely to consider a trip to IKEA in the coming months
(Source: EMR third party research)
- Advertising contributed to a 13% value growth in the bedroom department at IKEA
- This equates to £14m in incremental sales
Campaign objectives: Build awareness, change behaviour, make brand famous, and accelerate sales
Target Audience: All Adults, ABC1 Women
Budget: £2m £5m
Campaign Dates: 10 month partnership with Channel 4 in 2011 with TV campaign of 557 ABC1Women TVRs
TV Usage: 60”, 30”, 10”
Creative Agency: Mother London
Media Agency: Vizeum