Campaign Media Awards 2012 - Best Total Communications Programme: Ikea, Thursday, 22 November 2012 08:00AM

To meet the challenge of making Ikea synonymous with the bedroom, and so drive double-digit growth in bedroom furniture sales, Vizeum's campaign was designed to send the nation "happy to bed".



  • Title: Ikea Happy To Bed
  • Media agency: Vizeum
  • Media director: n/s
  • Media planner: Aoife Nagle
  • Creative agency: Mother
  • Account planner: Niki Garner
  • Client: Ikea
  • Brand/product: Ikea bedroom furniture
  • Marketing director: Peter Wright
  • Brand manager: Kemi Anthony

On Channel 4, the agency created a TV campaign that secured the ten-second spot closest to 10.30pm every night for 20 weeks, with a "live" Happy To Bed clock reminiscent of the old BBC TV clocks. On Absolute Radio, Ikea sponsored Mark Crossley’s bedtime show, with a ten-second audio Happy To Bed clock broadcast at 10.30pm every night alongside listeners’ bedtime song requests. Online, the agency developed a digital manifestation of the clock with bedtime content; a Happy To Bed mobile app took the campaign to the bedside, while paid-for search and SEO drove people to Ikea’s Happy to Bed experience.

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