We used the best way to change swiss people’s attitude towards IKEA beds. We literally got them between the sheets to let them experience a night to remember – and to talk about:

We invited star-composer Max Richter to Zurich and let him perform his eight-hour symphony "SLEEP" in front of an audience no other artist would seriously wish for: a sleeping one.

And people were not just sleeping in any kind of beds – but in beds that perfectly matched their personal preferences. How? Everyone applying for one of the highly coveted tickets on IKEA.ch had to customize the bed he or she wanted to spend the night in.

Eventually the tickets were raffled - so 120 lucky winners were awaited by their personal dream bed on August 5 2017 in Zurich.

The concert location "Halle 622" in Zurich was fully equipped with IKEA products – so the event became a 360° brand experience. At the heart of it there were the 60 personalized IKEA beds, perfectly set up in the unusual context of high-culture.

To the media, this unique cocktail of sleep culture and high culture proved almost irresistible.

Our event was featured in the main edition of Switzerland’s daily news programme and the largest national newspapers published full-page articles about IKEAs eight hour lullaby. The event was also a hot topic on numerous blogs, news sites and on the radio.

This lead to 18.7 mio. media impressions (Print: 2,8; Radio/TV: 0,9 Online: 15,0) and an earned Media Value of CHF 300.000. The Livestream had more than 5000 night owls following the concert through the night.