The sleep category has become crowded with new, direct-to-consumer mattress-in-a-box brands popping up everywhere and gaining popularity. We needed to position IKEA as a true ‘sleep expert’ - reminding people of their expertise and wide range of sleep products.
But the question was, what is the audience that is most deprived of their sleep the most? How IKEA as a brand can empathize with them and be a part of the solution purely using media placements in a highly receptive environment?
In collaborative research with Spotify, we discovered that many new parents use white noise and other ambient sounds to help keep their babies asleep, and many turn to Spotify playlists to find the right sounds. A search on Spotify will yield hundreds of playlists for babies including white noise, lullabies, waves, sounds of the forest, and soothing flute melodies. Not when you are a non-premium member!
This got us thinking, what if we could help parents prevent their babies from waking up to show that IKEA really understands how important sleep is? We’re the sleep experts after all.
This media-led idea has won several awards both in Canada and around the world and is a great example of media creativity that collaborates with creative, digital activation and our ability understand the behaviour of consumers on a specific platform.
The campaign was a resounding success. Most importantly, we didn’t wake any babies and solved the most pressing problem of new parents by helping them sleep better.
For a person with Dyslexia, the printed word can seem like a foreign language that everyone understands but you.
25% of Canadians have a tattoo. So, if tattoos are considered an art form by so many, why doesn’t the art world give tattoo artists the recognition they deserve?
Having the ability to ‘skip the unpleasant’ is a privilege for some — but not for all. Brita and ME To WE needed a digital campaign to remind North Americans just how far one purchase can go.
MKTG executed an inspirational virtual summit to encourage Canadian corporate leaders to take a pledge to end anti-Black system racism in their organizations through thoughtful goals and actiona...
Heinz is famous for being slow. So, they wanted to show consumers that this summer, going slow is a good thing.
Bring Sports to Canadians with a new weekly video podcast series “More Football”, offering fans what they want and teasing the value of subscribing to DAZN’s platform by showcasing key live matc...
We needed to position IKEA as a true ‘sleep expert’. This got us thinking, what if we could help sleep deprived parents prevent their babies from waking up to show that IKEA rea...
MKTG: Scotiabank Hockey Day in Canada
How do you celebrate 20 years of Scotiabank Hockey Day in Canada? By bringing the celebration to Canada’s beautiful Yellowknife and uniting Canadians coast to coast with the Spark Rink....
IKEA helps Canadians bring their spaces to life, so it was hard to believe the brand hadn’t made a mark on the platform of choice for the next generation of renters and home buyers: TikTok.
A transit shelter was fully branded with Intel Evo and Dell Inspiron 7620 2-in-1 and transformed into a live outdoor art exhibit
Skip Express Lane
A revolutionary tool that empowers Canadians to tackle the unpredictability of food prices exasperated by inflation.
As a new player in a category where three brands control the market, Jems needed to reach consumers who are set in their ways with limited resources.
Yakult’s mission is to help people lead healthy, fulfilling lives. Now, they are taking that mission to the next step by evolving into a healthcare company and creating global messaging that spe...
Saving big on groceries isn’t just about the glory — or is it? Following the success of the Haulers Campaign in 2018, we brought Haulers a fun way to earn real PC Optimum points online.