Design Your Sleep While You Sleep - IKEA | Clapboard Ad Archive

IKEA’s 2025 campaign Design Your Sleep While You Sleep, created by MRM Spain for the Spanish market, innovatively merges data-driven personalization with retail services to redefine how consumers engage with bedroom design and sleep quality. Launched on World Sleep Day, this film campaign leverages the ShutEye app’s sleep data—collected through a free 7-day trial offered exclusively to IKEA Family loyalty members in Spain—to analyze individual sleep patterns, including snoring and ambient noise, and translate these insights into bespoke product recommendations designed to enhance rest. By inviting consumers to effectively design their ideal bedroom environment while they sleep, IKEA positions itself as an accessible sleep expert, emphasizing affordable solutions across six identified sleep essentials such as duvet covers and smart lighting that respond directly to users’ unique needs. This concept situates the product at the heart of a narrative journey toward better sleep, a storytelling approach that aligns with what Clapboard’s taxonomy identifies as FORMAT#5—Exemplary Story—where the product is integral to the plot’s resolution. The campaign’s integrated CRM strategy deepens customer engagement by delivering actionable advice for improving sleep quality alongside exclusive offers for IKEA Family members, reinforcing brand loyalty while driving commerce. The choice to launch on World Sleep Day amplifies relevance and positions IKEA’s offerings not just as furniture but as vital contributors to wellbeing, an increasingly prominent theme in retail marketing. The campaign earns 62/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how retail brands can authentically embed technology and personalized data into storytelling to elevate product relevance and customer experience without losing sight of affordability and accessibility.