2019 Winners & Shortlists

Cultural/Context information for the jury.

Dubai is a city that never sleeps. While it’s famous for how fast things happen here, it comes at an infamous price. A 24/7, grueling work culture for the men and women with competitive jobs in the city. The brief to the agency was to get people to try out the quality of IKEA’s new bedroom range, which would upgrade your sleep. Studies showed that a third of Dubai's residents suffer from a lack of sleep. The objective of the campaign was to get people excited about experiencing the products and get as many people to store. IKEA decided to grab people’s attention by starting a new service altogether. Giving the city that never sleeps, something it’s busy, hard-working population might appreciate - a nap delivery service.

Write a short summary of what happens in the ambient or digital execution or campaign.

IKEA created Nap Delivery, a whole new service that delivered naps to drowsy people across Dubai whenever or wherever they needed it most. We converted the backs of popular IKEA delivery trucks into furnished mobile showrooms as a comfortable place to take a power nap. It got people to get excited about sampling IKEA’s new bedroom range, allowing them to best experience when they were in the perfect state to appreciate it’s quality best - sleepy. They could enjoy a 30 minute power nap, testing the quality and comfort of the new bedroom range in the perfect setting. The trucks also acted like live mobile billboards around the country and for pedestrians walking past they could see the product benefits up close in a way like never before.