IKEA has launched a campaign in collaboration with National Geographic, using humour to promote the importance of sleep – and to position the brand as sleep experts. As healthy sleep is increasingly being seen as a luxury and commodity, brands are tapping into this to offer targeted solutions.
IKEA’s ‘Save our Sleep’ campaign features a National Geographic microsite titled ‘Bedroom habitats’ and a television spot called ‘Planet Sleep’. The nature doc-style Planet Sleep ad series features a familiar, David Attenborough-esque voiceover, and positions comfort and ergonomic design as the keys to a healthy relationship with sleep. Created as part of a mock-nature series, Planet Sleep is one of four videos in the series which highlights some of the challenges involved in getting a good night’s sleep. The first of the series, titled ‘Small Bed Battle’ features a couple struggling to settle at night, thanks to a small and uncomfortable bed. The campaign makes it clear that the furniture brand has decided to focus on the wellness benefits of their products. "Trends show that a good night’s sleep might very well be going extinct,” says Joy Kelly, US media manager at IKEA. “Globally, the average number of hours slept has fallen significantly in the past 50 years from eight hours to just a little over six.”
As people are suffering from a lack of shut-eye – 63% of Britons say they’re unhappy with the amount of sleep they get – brands are innovating in the sector to provide both products and information on the topic. And with an increasing focus on health and wellness, brands are taking it upon themselves to help people in this area of their lives. Sleep experts have also found that limited sleep can exacerbate feelings of anxiety – something that Gravity Blanket is trying to tackle in a way that introduces clinical products to the mass market. Even entertainment brands are spotlighting the issue, with Pokemon Go using gamification to incentivise people to get more sleep.
Abi Buller is the editorial assistant at Canvas8, which specializes in behavioral insights and consumer research. She holds a degree in Creative Direction for Fashion from the University of the Arts London. Outside of work, you'll find her wandering around art galleries, practising yoga and seeking out new pastel-coloured garments to add to her collection.
