How IKEA Drove Double Digit Mattress Growth By Getting The Nation Off Their Phones And Into Bed

The UK is a sleep deprived nation, with most of us only getting a paltry 6 hours sleep per night. The cause? Media. With the endless brilliant content on TV, streaming & smartphones, we can’t help but put off a good night’s sleep to watch just one more….

iProspect identified the habits & moments where sleep was being hindered and used media to do the unthinkable – encourage switching off. IKEA “hacked” ITV’s continuity announcements to play on the “tough choice” of watching on or going to bed on an IKEA mattress, whilst social media scrolling & mobile gaming were also interrupted. Based on the insight that people use podcasts to go to sleep, iProspect created the “Podcast that Nobody Finished” with Acast, with popular podcasters slowly reading out boring lists to help their listeners nod off to a peaceful sleep. Perceptions and sales of IKEA mattresses saw double digit increases as a result of this disruptive campaign.