Ikea introduces Australia’s seven types of sleeper
Ikea has launched the next phase in a campaign to spruik its mattresses, based on the idea that there are seven types of Australian sleeper.
The campaign, devised by PR agency One Green Bean with production by DangerMouse Productions, is fronted by ‘Swedish sleep expert’ Alvar Karlsson played by actor Matt Sterne.
The videos, which will be distributed through YouTube, were shot in Ikea Tempe and around Sydney. Ikea staff were used as extras.
The first stage of the home furnishing giant’s campaign to push its mattresses came last month, when a team of ‘sleepers’ rode public transport in three cities at peak hour traffic in pyjamas with signs around their necks.
Choice Australia – “The Peoples Watchdog” – did a fairly thorough review of mattresses back in 2010. Ikea actually did pretty well in the results:
http://www.choice.com.au/revie.....iving-and-
bedroom/bedding/mattress-satisfaction-survey/page/survey-results.aspx
Having said that, it’s a real pain assembling the mattress from flat pack and I just couldn’t find the allen key to help me assemble the pillows.
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#URL FAIL – try:
http://tinyurl.com/ChoiceMattress
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Not a very convincing Swedish accent
The pillows in store that are for different sleepers are great though
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I got bored and switched off. Did anything more interesting happen at the end?
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It seems I have slept with a lot of tossers . .
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Best mattresses have the latex 8 cm layer.
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I have to say – quite witty. Without the volume I found it quite funny.
The aspect of interactive helps add to the personalisation of the ads. – all the uni students will find this right up their alley and will soon be heading to Ikea with their sleep style in hand
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After being fooled by Freedom for years, I now, at last realise that IKEA, whilst not amazing, is better grade, in most cases, than Freedom (my opinion…). 🙂
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