Ikea sends risky late-night DMs in cheeky new campaign

Ikea not too long ago slid into Canadian followers’ DMs with a cheeky “U up?” message, and no, it wasn’t an admin mistakenly sending a dangerous textual content, however a artful new marketing campaign. Capitalising on the few sleepy consumers who could be in want of a brand new place to relaxation their heads, those that answered the DM have been handled to a free Ikea mattress in an surprising late-night providing.

From static billboard promoting to immersive social campaigns. switching issues up within the fashionable advertising and marketing world isn’t any straightforward process. Ikea’s daring and playful new marketing campaign proves that taking dangers and subverting expectations could make a big effect, redefining the way in which we take into consideration advertising and marketing.

Between the hours of 10 pm to five am, the unexpectedly cheeky DMs have been despatched out to round 200 Canadian followers, with the fortunate responders receiving a free mattress. Devised by promoting company Rethink, the ingenious marketing campaign’s private method is a refreshing twist on company viewers engagement, making intelligent use of well timed advertising and marketing techniques. Discussing the advert’s intelligent timing, Rethink’s inventive director Robbie Percy says “We needed to have interaction folks precisely after they could be eager about a greater mattress — after they cannot sleep.”

The artful marketing campaign coincides with a collection of minimalist billboards baring the easy “U up?” message, highlighting the playful and mysterious nature of the marketing campaign. Whereas it is an unconventional advertising and marketing method, the marketing campaign is a primary instance of how easy but distinctive ideas could make for a golden viral alternative, utilizing out-of-the-box concepts to create genuine viewers engagement.