We are beyond thrilled to announce that we have won Bronze for Best Integrated Campaign for our campaign 'How Ikea Drove Double Digit Mattress Growth by Getting The Nation Off Their Screens And Into Bed' at the Global Festival of Media awards 2025.
After having already won double gold in the Retail and Media categories at The Drum Marketing Awards EMEA 2025, and winning in the Retail - Online & Offline category at the Campaign Media Awards 2025, we've only gone and bagged a fourth award for our client.
Repositioning IKEA as a genuine champion of sleep
The objective of the campaign? To grow IKEA's share of the beds and mattress market by improving quality perceptions and building positive associations between the brand and getting a good nights sleep.
We are a nation obsessed with sleep – over half of people say their bed is their favourite place and 4 in 5 prioritise a good night’s rest over food, holidays, wealth and time with friends (The Fine Bedding Company: Sleeptember research).
However, even as the awareness of the importance of sleep has grown, our sleep has worsened. The main culprit for this? Media. Endless doomscrolling and that familiar phrase 'one more episode' is keeping millions wide awake long past lights out ....
We harnessed this paradox and used it to flip the narrative on its head. Rather than fighting for attention in an already overcrowded space, we decided to promote the opposite - disconnecting.
Subverting consumers away from distractions
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.
The results: helping the nation sleep better
The campaign delivered outstanding commercial and brand impact, successfully repositioning IKEA as a serious player in the sleep category.
Most importantly, the work had a real impact on people’s sleep: as a direct result of the campaign, an estimated 75 million extra nights will be spent sleeping on an IKEA mattress - fulfilling our ambition to help the nation sleep better.
At iProspect, we don’t just move the needle - we redefine where it should be. This award-winning campaign is a testament to what happens when media, creativity and strategy come together to serve real human needs. By combining deep audience insight with daring media thinking, we turned the traditional attention economy on its head, and delivered exceptional results for IKEA in the process.
From building brand fame to driving measurable business growth, we’re proud to partner with brands who want to challenge the status quo and do work that truly matters. Whether it’s disrupting the scroll, reimagining commerce, or turning cultural insights into action - iProspect is where performance meets possibility.
Curious what we could unlock for your brand? Let’s make something extraordinary. Get in touch here.
