Mistaking the bathroom door for the front door while half asleep, or reaching for the toy box instead of the briefcase? Who hasn't experienced these little - or sometimes big - mishaps after a sleepless night?
With the new out-of-home campaign "Sleep yourself awake", IKEA and thjnk remind us of the importance of a good night's sleep and highlight the benefits of IKEA's high-quality beds and mattresses.
The humorous OOH campaign is a continuation of the "Sleep" campaign that has already been launched in the owned and paid channels and can be seen on TV, digital and social media. The moving image campaign was produced in-house by IKEA.
In addition, thjnk created 18/1 OOH posters that were placed across Germany. In major cities across the country (such as Berlin, Leipzig and Munich), XXL billboards emphasise the importance of a good night's sleep.
Stefanie Albert, Marketing Communications Manager at IKEA Germany: "Everyone has had those days when you just want to go straight back to bed in the morning because you didn't sleep well. Because it was too bright, too loud, too hot, the mattress was too hard or the pillow wasn't comfortable. In our campaign, we show the consequences that lack of sleep can have during the day. And how IKEA can put an end to it with expert knowledge about good sleep and the right product solutions."
Stefan Schulte, Chief Creative Officer at thjnk: "It's simple: bad sleep, bad day. And as with any truth, it's usually best to just say it. Even better: say it simply and creatively. Then it's a good campaign."