At a time when The reviews generated by artificial intelligence And influencers recommendations raise doubts about their authenticity, Ikea Canada has decided to bet on a more honest and direct approach: let people speak, literally, while they sleep.
Under the title of “Sleep Talk Reviews”, the campaign developed by the Rehink agency It is presented as an unpublished social experiment that converts the murmurs and sleep sounds into Real product testimonies. The action took place in the Ikea North York store, where several participants were invited to sleep in a bedroom especially conditioned with Åkrehamn and Vågstranda mattresses. For two nights, more than 90 hours of audio were captured through hidden cameras and microphones capable of registering even the most subtle sounds.
With this proposal, Ikea seeks to strengthen the credibility of its products through spontaneous reviews obtained in real time, without scripts or filters. Far from following trends such as the use of mouth ribbons, tasted blankets, artificial intelligence or the support of influencers, the brand opts for a simpler and more reliable source: Deep sleep as best rest proof. “Sleep Talk Reviews” thus relies on the current obsession with sleep quality to underline that everything starts with a good mattress.
Geoff Bailie, Group Creative Director at Rehink, points out that “At the beginning of filming we did not know what we were going to obtain, but in the end it was that authenticity of the true sleepwals that allowed this campaign to come alive in an interesting and revealing way.”
For its part Zachary Bautista, also Group Creative Director at the agency, underlines the conceptual approach of the initiative: “The relationship between speaking asleep and a good break seemed somewhat new and with a humor point, very aligned with the tone that characterizes Ikea.”
The campaign is disseminated in social networks and digital media through a Media planning developed by CARAT and the Wunderman Thompson agency. Audio and Spotify audio formats are also being executed, as well as exterior graphs.
