IKEA Uses Sleepfluencers to Transform Windows into Ad Space

IKEA has launched an innovative campaign that turns everyday roller blinds into advertising space, showcasing their sleep products in a fun and creative way. In collaboration with Åkestam Holst NoA, IKEA distributed specially printed roller blinds to participants, transforming their windows into billboards when the blinds are drawn.

Each blind features a price and a product from IKEA’s sleep range, including pillows, duvets, and mattresses, effectively promoting these items while blocking out the morning sun. Participants, referred to as “Sleepfluencers,” received the blinds for free in exchange for allowing IKEA to use their windows for advertising.

According to Jonas Westberg, Marketing Communication Leader at IKEA Sweden, this campaign not only gives back to customers but also helps the brand gain visibility in a unique way. It’s a lighthearted approach to promoting their affordable products while enhancing people’s sleep quality.

Launched in Sweden, the campaign has been well-received, with roller blinds distributed to households across the country. The initiative reflects IKEA’s commitment to making great products accessible to everyone, aligning with their philosophy of Democratic Design. Michal Sitkiewicz from Åkestam Holst NoA noted that this campaign demonstrates how a simple product can be transformed into something both functional and innovative.

Overall, IKEA’s “Sleepfluencers” campaign is an engaging example of how brands can creatively connect with consumers while promoting their products.

Credits

IKEA:
Jonas Westberg, Marketing Communication Leader, IKEA Sweden
Sanna Green, Integrated media leader, IKEA Sweden
Felicia Asklund, Marketing Communications Manager, IKEA Sweden

Åkestam Holst, NoA
Michal Sitkiewicz, Art Director
Eva Wallmark, Art Director
Rickard Beskow, Copywriter
Sophia Wattjersson, Client Director
Anna Nollendorfs, Account Manager
Daniel Vaccino, Creative Director
Anna Forsberg, Final art
John Müllendorfs, Production
Sindra Liebe, Planner
Jerker Winther, Head of Planning
Hugo Wallmo, Creative designer
Carlos Carrasco, DoP/Editor/Grade
Joanna Nilsson, Film Producer