Ikea and Ogilvy tingle customers to sleep with ASMR
Ikea picks up on an Internet phenomenon with ASMR and helps people relax and fall asleep with its new campaign.
ASMR is the abbreviation of "autonomous sensory meridian response" and stands for an "emotional head tingling" that can be triggered by soothing voices, certain sounds or touch, among other things. On Wikipedia, ASMR is described as a neologism that arose in net culture. In contrast to the musically triggered, brief goosebump effect, ASMR has a much longer and, above all, relaxing effect. The tingling - which not all people feel - therefore helps, for example, when falling asleep or against migraines.
The fan community of this phenomenon, which has not yet been scientifically researched, is correspondingly large. Youtube is primarily responsible for this. The video portal contains millions of videos on the subject of ASMR - some with click figures in the tens of millions. The consumption of ASMR videos is similar to that of pornography, wrote the Süddeutsche Zeitung. For example, you can watch and listen for 45 minutes to a man carving soap while murmuring softly. As 9.8 million people have already done.
The need for ASMR videos, especially among young people, has not escaped Ogilvy New York. The agency wrapped the presentation of the new Ikea bedroom collection in a 45-minute feel-good program for stressed college students. In contrast to the "real" ASMR videos, in which often incomprehensible scraps of words are mumbled, the soothing narrator here definitely praises the benefits of the Ikea items. Albeit very slowly.
On the Youtube channel from Ikea, by the way, you can also find short clips from the film. In case you haven't already fallen asleep. (hae)
