Mattress showdown: Forty Winks hijacks IKEA’s sleep installation at Sydney Harbour
Australian mattress store Forty Winks paid a visit to IKEA’s first-ever Sleep Billboard yesterday at Sydney Harbour to kick off some “good old-fashioned mattress wars”.
The first-of-its-kind installation was created and executed by IKEA Australia in collaboration with Maverick, Havas Host, Mindshare, and Mango Communications.
‘Australia’s worst sleeper’ Jack Ngu spent 24 hours inside the glass-sided box, testing the sleep conditions designed by IKEA’s experts to ‘guarantee a perfect night’s rest’.
The Sleep Billboard, part of IKEA’s year-long focus on sleep, puts the retailer’s products, solutions, and expertise to the test, demonstrating how even the worst sleepers can benefit from their approach to sleep health.
IKEA Australia’s communications manager Patricia Routledge said: “We’re incredibly flattered that our Sleep Billboard has caught the attention of not only everyday Aussies looking for a better night’s sleep but also our competitors who rushed to get in on the action on Sydney Harbour yesterday.
“At IKEA, we know it takes more than forty winks to get a good night’s sleep – with our complete sleep offer with the IKEA 6 Sleep Essentials our experts have identified the must-haves for the perfect snooze.”
Forty Winks responded to the Swedish furniture giant with a lighthearted jab.
Addressing Ngu directly, Forty Winks CEO Pancho Gutstei said: “Mate, if you read this, say goodnight to restless nights and email me – we’ll get you sorted.”
“For forty years, we’ve been helping Aussies get their best sleep, so when we heard Australia’s worst sleeper was going to be spending some time in Sydney this week, we felt it was our responsibility to pull the team together and help a mate out,” he said.
“We’re serious about sleep… and a having bit of fun too.”
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