Ikea and Virtue focus on good sleep
Following the launch of the positioning campaign, Ikea Switzerland and Virtue are tackling the topic of sleep and its importance in a further phase.
Since August, Ikea Switzerland has been showing a new side with its current positioning campaign. The claim "Bring more home into your life" is intended to give moments at home the importance they deserve.
While the first phase of the campaign focused on raising awareness of one's own home and the peace and quiet that comes with it, the communication in the second phase now emphasizes the topic of sleep. A focus that Ikea is setting not only locally, but also globally.
We know that sleep is just as important as a balanced diet. But at the same time, we set high standards for ourselves and our performance in life. This often leads us to neglect the time when we can recharge our energy. Sleep thus becomes a necessity.
Ikea and Virtue want to fundamentally change this negative view of sleep. The new communication aims to inspire people to celebrate good sleep together. Building on the new claim, the campaigns aim to convey the liberating feeling that comes from consciously choosing yourself, your home, and enough sleep.
In addition to the TV and online measures, the campaign is supported by the activation of content available on IKEA.ch/at-home. There, the effects of good sleep are discussed in depth and it is shown that healthy and relaxing sleep does not have to be a luxury. In addition, a sleep challenge brings the topic more to the forefront for the social media community.
Responsible at IkeaSimon Wirth (Country Marketing Manager); Matias Bergknut (Country Marketing Communication Manager); Nina Grinzoff (Campaign Leader); Henrik Zapp (Campaign Leader); Nicole Wederich (Set Design). Responsible at VirtueFlorian Sonderegger (Managing Director/Strategy); Toma Perret (Managing Partner, ex.); Radwan Atwi (Creative Director); Jacqueline Rufener (Senior Copywriter); Luca Schneider (Art Director); Sebastian Danielsson (Junior Art Director); Katinka Oppeck (Junior Copywriter); Bernhard Brungs (Junior Copywriter); Christian Brütsch (Client Service Director); Anthea Ting (Senior Account Manager); Daniela Fischer (Account Manager); Sara Kieffer (Junior Account Manager); Erna Dizdarevic (Digital Strategist). Responsible at Who's mcqueen picturePhilipp Petersson (Executive Producer); Gustaf Richter (Line Producer); Nadia Marquard Otzen (Director); Magnus Jønck (Cinematographer); Emilie Fischer (Costume); Christine Heimgartner Stuebi (Set Design); Nicolaj Monberg (Editor); Robin Scheller (Post Coordinator). Responsible for production photography: Monika Lundholm (Photographer); Ilonka Galliard (Art Producer); Mygosh, Talent Management & Photo Production.
