IKEA created Nap Delivery, a whole new service that delivered naps to drowsy people across Dubai whenever or wherever they needed it most. Offering their furnished mobile showrooms as a comfortable place to take a power nap. It got people to get excited about sampling IKEA’s new bedroom range, allowing them to best experience when they were in the perfect state to appreciate it’s quality best - sleepy.

Using social listening, we launched the campaign by offering the Nap Delivery service to people complaining about lack of sleep online. For two weeks, 8 delivery trucks showcased 8 uniquely designed bedrooms, fitted in with IKEA’s most comfortable bedroom range products all over the UAE. People could order their naps with #UpgradeToIKEA. They could enjoy 15-20 minute power naps, testing the quality and comfort of the new bedroom range in the perfect setting.

The campaign created over 330 million impressions. 78000 people engaged with the Nap Delivery trucks both on ground and online. The naps were overbooked by over 200% and IKEA store traffic increased by 6%. The bedroom range saw 10% spike in sales. With enquiries and trials in-store, nearly tripling. The IKEA Nap Delivery truck was covered on most popular websites in the Middle East, and was the subject on several podcasts on Radio channels. It sparked debates about the fact the 65% of population in the UAE suffer from lack of sleep, and that 9 out of 10 people get less that six hours of sleep everyday.