IKEA Canada took a playful approach to sleep marketing last Friday night by directly messaging late-night Instagram users with a simple question: "u up?"
Created by independent advertising agency Rethink, the campaign targeted people scrolling between 10 p.m. and 5 a.m., offering them a 15% discount on a new mattress if they replied.
According to the agency, around 200 messages were sent out during the night.
Alongside the DMs, the furniture giant also ran minimalist billboards displaying the same two-word message.
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In a statement, Rethink Group Creative Director Robbie Percy discussed the well-timed nature of the clever ad:
"We wanted to engage people exactly when they might be thinking about a better mattress — when they can't sleep."
IKEA Canada Director of Marketing Communications Jacqueline Wark chimed in to highlight the brand's aim of helping Canadians get a good night's sleep:
“We’re passionate about helping Canadians curate each and every room in their homes, and we especially want to help them get the good night’s rest that they deserve.”
The effort is a great example of viral marketing that feels personal and timely.
By targeting people when they're most likely to engage, the brand turned a simple message into a shareable moment that drives both conversation and sales.
Billboard Hits
With media handled by Carat, the campaign also tapped social media influencers to amplify its reach, turning a simple question into a post-worthy experience.
This isn't the first time Rethink has used unique moments for clever advertising.
Last year, Decathlon Canada and Rethink responded to a massive global IT outage with a timely billboard mimicking the infamous Blue Screen of Death.
It read, "Outage? Get outside." and offered a 50% discount on outdoor goods, turning a frustrating tech failure into a marketing opportunity.
Meanwhile, the agency's most recent work with IKEA Canada was a campaign comprising three spots that parodied luxury brand commercials.
