Ikea stunt puts ‘sleepers’ on public transport
A series of stunts by home furnishing giant Ikea have been activated across Sydney, Melbourne and Brisbane.
The activations, to coincide with the findings of an Ikea survey into sleep habits, were designed to encourage consumers to consider Ikea when buying a mattress.
A team of ‘sleepers’ rode public transport in three cities at peak hour traffic in pyjamas with signs around their necks revealing the survey findings.
The activation was by One Green Bean with outdoor, print, digital, social and PR activity running in support.
This idea is enough to give me a good night’s sleep
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Yawn.
(sorry, couldn’t resist)
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I like this a lot. Although the poor talent must have been poked a lot!
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refer Barry Humphries for more original thinking when he pioneered these stunts as a young man
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Whos that dish of a fella sitting next to her on the train. Wasnt he was a child star on home and away?
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I like the simplicity of the stunt but not sure even the most clever marketing activity could get me to consider Ikea when shopping for a mattress…
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been done before…..al Qaeda has been using sleepers for years
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So, they did it in peak hour then??? So does this mean they were taking up seats while people stood on the way to work???
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i’m sure the guy sitting next to the sleeping person on the train works at ikon… think his name is Moz.
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The first image is on a ferry also….look out the window.
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Wokesy were do I send the talent fee invoice to?
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Did not think much of this. Did the travelling public really get the message? I would have thought – what a way to get paid!
Would not work in a country like India. Horses for the courses, I suppose.
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What happened to the rule about no commercial activity on public transport?
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That’s not ordinary orange juice child star
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So other than a handful of people on a train or ferry and those of us who read Mumbrella, who else saw this?
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Is it just me or is it the same sleeping girl in each of the shots?
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24 people are the 1%, maybe OGB should hire the guy next to the talent everyone keeps talking about. Might have added some positive PR
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My thoughts exactly Ben – what kind of scale did this ‘stunt’ actually achieve? Is it being supported by any complimentary PR / media outside of industry press?
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makes a change from a treasure hunt
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Blindfolded girl reclining in her jamies with a leery pac man sitting next to her on a train station bench? “Activation” FAIL ikea. (oh and just because we’re talking about this doesn’t mean the campaign’s worked)
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@GG the leery pac man liked the way the talent reminds him of the girls he meets in the clubs, and who regret the next morning having left their drinks with him
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