2020 Winner

CASE SUMMARY

It’s easy to get caught up working, scrolling social feeds or watching YouTube videos and neglecting sleep. But thanks to IKEA’s “Bedtime” campaign, night owls were reminded to go to sleep at the exact moment they were avoiding it. Working with Rethink, the retailer targeted people who were awake watching YouTube videos (everything from cat videos to football highlights) with customized time-specific messages calling out the time and how many hours were left until IKEA opened – so they could go and purchase a mattress. The concept was applied to OOH executions, with time-triggered digital boards that prescribed viewers with getting more sleep. “Bedtime” resulted in a 108% lift in brand interest and a 672% in product interest, the highest Google has ever seen.

Credits

Creative Director: Aaron Starkman, Christina Yu
Art Director: Zachary Bautista
Writer: Andrew Chhour
Strategist: Sean McDonald, Stacy Ross
Producer: Shelby Spigelman
Production Company: FRANK
Director: Rodrigo Garcia Saiz
Editor: Brian Williams
Assistant Editor: Paula Hicks
Director of Photography: Chris Mably
Executive producer: Danielle Kappy
Line Producer: John Barreiro
Post Production: Saints Editorial
On Line: Fort York, Andrew Rolfe
Grading: Alter Ego, Wade Odlum
Audio House: Vapor
Audio House Producer: Ted Rosnick
Engineer: Art Mullin
Group Account Director: Sarah Riedlinger
Group Account Director: Marie Lunny
Account Director: Daniel Riggi
Media Partner: Jungle Media
Co-Managing Director, SVP Planning: Sheri Metcalfe
Co-Managing Director: Cindy Drown, SVP Buying
Director, Planning: Janet Xi
Group Manager, Buying: Krystal Seymour
Group Manager, Planning: Courtney Rimar
Jr Planner, Planning: Georgia Pearson