Piece #1

  • Case video


Piece #1 - Case video


Company:
thjnk ag & GGH MullenLowe GmbH
Award:
AME Gold Medallion
Brand:
IKEA
Title:
The Great Sleep
Country:
GERMANY
Competition:
use of medium
Category:
online

Talent Credits

  1. Armin Jochum - CCO
  2. Bettina Olf - Executive Creative Director
  3. Stephan Friedrich - Strategist
  4. Lars Trzebiatowsky - Managing Director
  5. Verena Diefenbach - Account Director
  6. Ann-Kathrin Dobro - Account Manager
  7. Bernhard Hoerlberger, Maren Wiegmann, Annika Frey, Sebastian Körner - Art Director
  8. Alexandra Beck, Anna Lichnog, Sabine Kuckuck - Copy
  9. CFS Krug - Film Production
  10. INITIALWERK GmbH, razorfish, Grabarz&Partner - Participating Agencies

Campaign Summary

At the start of the new fiscal year in late summer 2014, IKEA introduced a new annual topic. Bannered “Where good days start”, IKEA encouraged people to give both their bedrooms and their bathrooms the attention they deserve but weren’t getting. To raise awareness for its various sleeping solutions, IKEA started asking people about their own sleeping habits in April 2015, pointing out that only products suited to their very individual needs can guarantee a good night’s sleep. The campaign was a wake-up call, generating virtually 18 million visitors to the bedroom section pages of IKEA.de, more than 1.6 billion media contacts and a 16% increase in bedroom sales—and incidentally led lots of people to the bed that’s right for them.



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