We are absolutely delighted to announce that iProspect UK has won two GOLD awards at The Drum Marketing Awards EMEA 2025 for our standout work with IKEA.
Our campaign, “Driving Double-Digit Mattress Growth By Getting The Nation Off Their Screens And Into Bed”, was awarded Gold in both the Media and Retail categories, recognising our strategic, creative, and human approach to transforming the way IKEA connects with consumers.
A bold idea with a simple strategy
Our challenge was clear: establish IKEA as a serious player in the highly competitive mattress category, without adding to the ever-growing noise of media messaging.
Instead of vying for more attention, we flipped the script - transforming media from a source of distraction into a tool for better sleep. The campaign encouraged people to switch off their screens, wind down, and head to bed. Not only did it cut through the noise, but it did so by embracing calm, quiet, and care - values that aligned with IKEA’s ethos and resonated deeply with consumers.
Through smart, integrated media and emotionally intelligent messaging, we delivered results that mattered - boosting brand relevance, driving double-digit growth in mattress sales, and reshaping how people viewed both media and rest.
Subverting attention to inspire rest
Partnering with major media owners, we carefully placed bedtime messaging in the very spaces that usually demand the most attention. From ITV continuity announcements during high-profile moments like The Voice and The Pride of Britain Awards, to podcasts on Acast where listeners were gently lulled to sleep - this was media at its most unexpected, and its most human.
Whether it was Jessie Ware reciting a list of 200 vegetables or Sam Thompson reading out his unread texts to Pete Wicks, our creative executions cut through the noise by doing the opposite of what most campaigns aim to do: encouraging disengagement. Meanwhile, contextual placements across TikTok, Meta, and Reddit reinforced the message with quiet consistency, reminding people that IKEA was the brand that wanted them to rest - not scroll.
Double Gold
These Gold wins are a huge recognition of the collaboration, creativity and effectiveness that define iProspect’s work. Winning in both the Media and Retail categories shows the campaign’s strength in delivering for business and brand, and the powerful role media can play when used with purpose.
We’re incredibly proud of this achievement, and even prouder of the positive cultural impact the campaign made - reminding people to put down their phones, switch off the scrolling, and prioritise rest.
Driving significant improvements in IKEA's mattress consideration and quality perceptions across key media channels, the campaign delivered outstanding results. A notable increase in mattress sales, strengthened by a boost in organic search interest and traffic, all compounded in IKEA contributing to 75 million additional nights of quality sleep in UK homes - reinforcing the brand's position as a leading mattress retailer.
This innovative approach has already earned recognition within the industry, having won the Retail - Online & Offline category at last month's Campaign Media Awards 2025. The judges praised the campaign's strategic ingenuity in leveraging media channels to encourage disengagement—a refreshing counterpoint in an attention economy that typically demands more, not less, from consumers.
A HUGE thank you
This campaign was made possible through the trust and partnership of our fantastic client, IKEA, who backed a brave and original approach every step of the way. Thank you for your continued collaboration and belief in the power of insight-driven media.
We’d also like to extend our congratulations to our dentsu sister agencies, Carat UK and Merkle, for their well-deserved wins at this year’s awards.
At iProspect, we’re on a mission to drive growth through media that’s performance-driven and brand-led. These wins are a proud moment for the team, and a brilliant example of what happens when strategy, creativity and empathy come together.
