Ikea teams with Nat Geo for faux documentary on 'endangered sleep'

12 Aug 2019
Ikea's mock documentary-style video focusing on ‘endangered sleep’, works wonderfully as a parody of “Planet Earth” documentaries. The humor is much appreciated by the masses. It doesn’t overshadow the message of the campaign-how to fight sleep problems and how insomnia is a real deal. Such non-traditional approaches in marketing makes one look into an issue with a refreshing new take.

Dive Brief:

  • Retailer Ikea is launching a faux nature documentary-style TV spot and four online videos as part of a new campaign, "Save Our Sleep," according to details shared with Marketing Dive.
  • The "Planet Sleep" 15-second and 30-second ads, produced by Ogilvy, spotlight a "bedroom sanctuary" where endangered sleep can be saved through solutions like a new lower-priced mattress and ergonomic pillows. Four online videos, which highlight different challenges for sleepers and feature shoppable links, will roll out through September.
  • The online videos are produced by Ikea and National Geographic and hosted on a dedicated, co-branded microsite, "National Geographic Bedroom Habits," about the human species facing "one of the most challenging habitats" — the bedroom. The videos will also be available on the National Geographic's Instagram stories and Facebook page, while paid social and display ads aim to extend the campaign's reach.

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