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Tapping into the restless nights of insomniacs, the IKEA U Up? campaign sent late-night texts with exclusives to enhance sleep—because those who were awake could be tempted by the promise of better rest.
As part of the creative stunt developed with Rethink, IKEA Canada slid into social media users’ DMs to ask “u up?” and between 10 PM and 5 AM. Those who responded to the brand message and engaged in conversation were treated to either a brand-new free mattress or a discount on IKEA products, depending on the timing of their response.
In addition to reaching sleepless social media users via direct message, the campaign also included out-of-home ads that used the same question to entice anyone to experience better nights of rest with a limited-time discount.
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