In Switzerland, IKEA beds have the reputation of being substandard – one rather buys pricier beds from other manufacturers.

With this year’s IKEA bedroom campaign we were asked to tackle and improve the Swiss quality-price perception towards IKEA beds as well as opening up their eyes to the huge variety of bed-styles and -models of the new IKEA bed range.

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.

As the basic bed-choices were made by the applicants online (bed-model, colours, sheets, mattresses), IKEA turned all the beds into little islands of comfort and style.

The night of the concert, every guest was awaited by a welcome-package containing IKEA night- and morning-essentials plus incentives the guests were able to take home.

Guests who preferred enjoying parts of the all-night-concert awake could visit the lounge, where IKEA was able to showcase their livingroom products and home-furnishing competence in an extraordinary atmosphere.

The concert started at midnight and the orchestra played eight hours straight – till 8am, when our guests were waking up to a tasty breakfast.