IKEA opens its doors for a giant sleepover
Apparently it takes us, on average, less than five minutes to choose a new mattress.
A bit of a prod and a tentative moment spent perched on the edge is all we need to decide.
IKEA, the international home furnishing superstore, spurred on by the lack of time we spend choosing a mattress and a Facebook fan page called "I wanna have a sleepover in IKEA" (that has secured nearly 100,000 likes), opened its doors for 100 competition winners to have a sleepover in the Lakeside store. They were given some cocoa on arrival and, whist sporting pyjamas and slippers, located a bed of their choice to cosy up in for the night. IKEA provided some entertainment, gave out goody bags, had sleep therapists on-hand, supplied massages and even had a reality-TV star read the winners a bedtime story! This was a brilliantly executed one-off event that is sure to have IKEA customers across the world keen to spend a night at their local store.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.