“U UP?“

Last Friday night some Canadian users received that message from IKEA In its direct messages section. In their social networks. It was a marketing action that the company claims to have carried out, with the intention of directly impacting between the insomnia or who were still awake and offering Discounts on mattresses.

The initiative, devised by the Rethink creative agencyit consisted of Send direct messages between 10 pm and 5 am to those Canadians who were sailing on Instagram and offering a 15% discount on mattresses to whom they responded. The insight behind the action was that if the users were awake at that time at night they needed a new mattress to rest better.
As collected AdageThe agency says 200 messages were sent that night.

Sending messages has also been accompanied by graphic creativity for social networks, And as reports Little Black Bookalso of the participation of Influencersto whom the offer has been extended with the intention of generating more conversation about the marketing initiative.

“IKEA is proud to offer home -to -style products at an affordable price for people from all areas of life”, Said Jacqueline Wark, director of Marketing Communications at Ikea Canada, according to the aforementioned media. “We are passionate”

“We wanted to find a way to connect with people when sleep and matt”, He explained, on the other hand, Robbie Percy, creative director and partner of Rehink. “Therefore, the classic message ‘are you awake?’ It is a very relevant, fun and playful way to do so”

However, the offer is available, having been shared on social networks, until February 23 for all interested users who are members of the program Ikea Family, both in the physical stores of the brand and through its website.