IKEA – Won’t Wake The Baby Ads

Won’t Wake The Baby Ads campaign by IKEA helped parents to prevent their babies from waking up to show that the retailer really understands how important sleep is?

White-noise playlists on Spotify are a go-to for parents who want to help their babies sleep. And the last thing they want to hear while their baby is sleeping is an obnoxious, loud ad. So IKEA and ad agency Rethink made targeted ads for sleep-deprived parents—ads designed to not wake the baby. For parents who were still awake, Rethink included whispered messages about IKEA products that might help them get a better night’s sleep.
 
 
The ads were part of the IKEA bedroom promotional event. Each Spotify ad linked directly to relevant IKEA bedroom products that could be shopped with a single tap.

The ads received a 164 percent increase in click-through rate compared to the standard Spotify rate.

Credits
Campaign: Won’t Wake The Baby Ads
Production Company: Vapor Music
Advertiser Brand: IKEA
Advertising Agency: Rethink
Tags: Digital Campaign