IKEA: The Nightclub

IKEA has launched a new integrated campaign, encouraging people to reappraise the night and value their sleeping life as much as their waking life by helping the nation to sleep better and for longer.

The new advert, directed by MJZ's Juan Cabral through Mother London, opens with a group of friends driving through town late at nightand entering a nightclub in their pyjamas. They pass a food truck serving bowls of Cheerios and toast kebabs and gain entry to the club with stamps from the bouncers. Inside, the dancefloor is filled with IKEA beds in which people are happily preparing for a night of sleep and the group are served non-alcoholic calming herbal teas by an impressive bartender while others are tucked up reading in bed or brushing their teeth and removing their make up in the bathroom.

IKEA has partnered with Dr. Guy Meadows, co-founder of The Sleep School to provide expertise in training its staff on the science of sleep – something that will enable them to better help people in-store. It follows research that reveals 63% of people feel unhappy with the amount of sleep they get.*

Key insights and expertise, from both Dr. Guy and IKEA, have been integrated into a new online resource on IKEA.co.uk. The IKEA Sleep Hub will house information designed to help people get a better night’s sleep as well as a tool to help people better understand their needs and find the right products to help. This is further supported in-store by a series of workshops and events focusing on the insight that sleep is a truly individual experience entirely unique to a person.