As you make your bed, so you lie
Unikat has launched a well-rested mattress campaign in collaboration with IKEA.
Who hasn't seen them, the furniture testing machines from the Ikea furniture store? The same armchair is pressed, pressed and pressed 3.4 million times by a machine, and if it hasn't broken down, it's still being pressed.
However, such a test is even more emotionally convincing if it can demonstrate how good Ikea's beds are with real test sleepers. In spring 2008, the Swedish furniture store and Unikat therefore launched what is probably the largest live test of mattresses and pillows in Switzerland. Together with the Link market research institute, 350 test subjects were filtered out of over 13,000 applicants to put Ikea's new range of pillows and mattresses through their paces. These applicants were recruited using animated banners and a comprehensive test sleeper microsite. On the microsite www.ikea.com/ch/de not only contained the test sleeper form, but also a detailed mattress guide, the entire range of mattresses and pillows, tips on sleeping, bedtime stories and a test sleeper gallery. Participants were able to upload their own pictures on the subject of sleep.
The big mattress and pillow test was then carried out between summer and fall. The 350 test subjects were given individual advice in the Ikea furniture stores before lying down on the new mattresses and pillows at home. The results of the tough and unadorned live test had to be sent to Link on an ongoing basis.
The test results have now been incorporated into a campaign for the launch of the new Ikea mattresses. Daily newspaper advertisements not only communicate the new pillow and mattress range, but also put the good quality of the Ikea products directly in relation to the large mattress and pillow test. This brought "sensational" results to light during the day and night.
"8 out of 10 test persons sleep better on an Ikea mattress", Unikat can report. The well-rested campaign by CD Daniel Meier and his bright team is of course also present on the web with special promotions. Animated banners invite you to visit the microsite, which in turn covers all topics relating to the bed and the mattress test in detail. The campaign is rounded off with special POS activities such as an information flyer that communicates the dream results of the sleep test. In the Ikea furniture store, visitors will ultimately find "not just mattress salespeople, but specially trained sleep experts who will give them expert advice according to their sleep type", as Manuela Raue from Ikea promises.
Andreas Panzeri
However, such a test is even more emotionally convincing if it can demonstrate how good Ikea's beds are with real test sleepers. In spring 2008, the Swedish furniture store and Unikat therefore launched what is probably the largest live test of mattresses and pillows in Switzerland. Together with the Link market research institute, 350 test subjects were filtered out of over 13,000 applicants to put Ikea's new range of pillows and mattresses through their paces. These applicants were recruited using animated banners and a comprehensive test sleeper microsite. On the microsite www.ikea.com/ch/de not only contained the test sleeper form, but also a detailed mattress guide, the entire range of mattresses and pillows, tips on sleeping, bedtime stories and a test sleeper gallery. Participants were able to upload their own pictures on the subject of sleep.
The big mattress and pillow test was then carried out between summer and fall. The 350 test subjects were given individual advice in the Ikea furniture stores before lying down on the new mattresses and pillows at home. The results of the tough and unadorned live test had to be sent to Link on an ongoing basis.
The test results have now been incorporated into a campaign for the launch of the new Ikea mattresses. Daily newspaper advertisements not only communicate the new pillow and mattress range, but also put the good quality of the Ikea products directly in relation to the large mattress and pillow test. This brought "sensational" results to light during the day and night.
"8 out of 10 test persons sleep better on an Ikea mattress", Unikat can report. The well-rested campaign by CD Daniel Meier and his bright team is of course also present on the web with special promotions. Animated banners invite you to visit the microsite, which in turn covers all topics relating to the bed and the mattress test in detail. The campaign is rounded off with special POS activities such as an information flyer that communicates the dream results of the sleep test. In the Ikea furniture store, visitors will ultimately find "not just mattress salespeople, but specially trained sleep experts who will give them expert advice according to their sleep type", as Manuela Raue from Ikea promises.
Andreas Panzeri
