2019 Winners & Shortlists

IKEA SÖMNIG

Short List
BrandIKEA UAE
Product/ServiceIKEA SÖMNIG
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryPromotional Item Design
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Background.

Over the years, IKEA has become well known for it’s smart solutions in terms of its products and communication. The IKEA SÖMNIG ad fits perfectly into this thinking. We created a flat pack sleeping aid in the form of a print ad. At the start of the 2018 bedroom campaign, IKEA researched the sleep behaviour of the nation. We found that “Nine in ten people in the UAE are not getting the ideal eight hours of sleep a night”. They also found that "a third are seriously deprived, with 32.4% admitting their nightly shut-eye averages only six hours."*Our aim was to help those who suffered from getting the quality sleep that’s so important and demonstrate what IKEA's range of bedroom products do – give you a great night of quality sleep.* Source: Gulf News, Health – 18/02/18

Describe the creative idea.

SÖMNIG (Swedish for sleepy) is the world’s sleepiest print ad. A multi-sensorial piece of communication that not only advertised the IKEA’s bedroom range, but helped readers experience its benefits as well. The ad was designed to be removed the magazine, and propped on a bedside stand, while tiny speaker emitted white noise, which is scientifically proven to induce sleep. The ad was printed using lavender infused ink and has an embedded lavender port for longer lasting fragrance, known to relax and lower heart rate. SÖMNIG perfectly demonstrates what can be expected from IKEA's range of quality beds and mattresses – a great night of quality sleep.

Describe the strategy.

At the start of the 2018 bedroom campaign, IKEA researched the sleep behaviour of those living in the UAE. The findings showed that **“About nine in ten people in the UAE are not getting the ideal eight hours of sleep a night”. They also found that "a third are seriously deprived, with 32.4% admitting their nightly shut-eye averages only six hours." After identifying that lack of quality sleep was an issue, we set about showing people that IKEA has everything you need for the best night’s sleep with an experiential print ad. The strong call to action that featured throughout the campaign was ‘Upgrade your sleep.’** Source: Gulf News, Health – 18/02/18

Describe the execution.

To help the people get better sleep, we created SÖMNIG (Swedish for sleepy). A print ad, featuring a speaker that emits a frequency called white noise - scientifically **proven to help sleep. The ad was printed using lavender infused ink and has an embedded lavender port for longer lasting fragrance. A scent known to relax and lower heart rate. The ad was designed to be removed from the magazine, positioned next to the bed and switched on to induce sleep. Implementing SÖMNIG came with some challenges due to the technical nature of the execution. We needed the lavender scent to last longer than a few days, so we added the lavender port. Then, when fitting the tiny speaker, we needed the sound to last through the night before recharging. This meant increasing the battery size whilst keeping the ad as streamline as possible.** Sleep Medicine, Volume 6, Issue 5

List the results.

The SÖMNIG ad was part of the bedroom campaign that has 331,409,238 impressions and counting (Source: Carma). The UAE branches enjoyed a 10% increase in bedroom sales compared to the previous year. By combining tech with the traditional medium of print, our flat pack sleeping aid was one of the most talked about print ads of the year. Dr Irshaad Ebrahim from the London Sleep Centre, Harley Street called it, “A refreshingly original idea.” Adweek said it’s “the next best thing to the brand’s beds.” W&V said, “IKEA continues to test the possibilities of print.” Most importantly, we reached out to those suffering from insomnia and helped them with the most important activity of their day. Sleep.

Credits

Name Company Role
Juggi Ramakrishnan Memac Ogilvy Dubai Chief Creative Officer
Gary Rolf Memac Ogilvy Dubai Group Head Senior Creative
Gary Rolf Memac Ogilvy Dubai Group Head Senior Creative
Rohit Venkatesh Memac Ogilvy Dubai Senior Copywriter
Tarek Bawab Memac Ogilvy Dubai Studio Manager
Pierre Al Khoury Lava Prints Project Manager
Ryan Gonsalves Freelance Producer / Editor
Inshad Usman Freelance Production
Aliza Siddiqi Memac Ogilvy Dubai Copywriter
Mark Cruzem Memac Ogilvy Dubai Sr. Digital Designer
Arungzaib Zafar Multitude Editor
Tarek Shawki Memac Ogilvy Dubai Business Director
Mahmoud Hassan Memac Ogilvy Dubai Group Account Director
Ami Popat Memac Ogilvy Dubai Senior Account Manager
Sonam Mahadev Social@Ogilvy Account Manager
Sawsan Abdillahi Social Lab Associate Account Director
Carla Klumpenaar IKEA UAE IKEA Regional General Manager Marketing, Communication and Interior Design
Amer Yaghi IKEA UAE IKEA Regional Communication Manager
Binita Chowdhury IKEA UAE IKEA PR & Communication Specialist
Jennifer Fischer Memac Ogilvy Dubai Regional Planning Director
Tala Arakji Memac Ogilvy Senior Strategic Planner