晚上十點至凌晨五點，這段時間對大多數(shù)失眠癥患者來說，往往是難以獲得充分休息的煎熬時刻。
最近，宜家通過其官方Instagram賬號，在22:00至5:00之間，隨機(jī)向部分關(guān)注者發(fā)送了一條簡短的消息：“U Up? 你醒了嗎？”一些及時回復(fù)的幸運兒驚喜地獲贈了宜家床墊。
活動文案很簡單：
“你醒了嗎？”
“原來你醒了啊！看來你需要一張更好的床墊，我們?yōu)槟銣?zhǔn)備了15%的專屬折扣！”
相關(guān)戶外廣告
新品床墊廣告
床墊的舒適度往往由厚度、支撐力和材質(zhì)決定，但關(guān)于“什么才是最好的床墊”，人們常常存在不少誤解。
每個人的睡眠習(xí)慣與需求各不相同，而宜家通過這則廣告?zhèn)鬟f了一個簡單卻深刻的理念：對于床墊來說，舒適才是核心關(guān)鍵。
項目信息
品牌/廣告主
IKEA 宜家
營銷機(jī)構(gòu)
Creative Agency 創(chuàng)意代理商
Rethink
參與者
獎項榮譽
2025
Cannes Lions
Engement | Direct | Breakthrough on a Budget
Gold
2025
Cannes Lions
Engement | Social & Creator | Innovative Engagement of Community
Shortlist
2025
Cannes Lions
Engement | Social & Creator | Use of Humour
Gold
2025
Cannes Lions
Experience | Creative Commerce | Use of Humour
Silver
2025
Cannes Lions
Craft | Digital Craft | Personalised Storytelling & Experience
Shortlist
2025
Cannes Lions
Experience | Creative Commerce | Social/Influencer Commerce
Shortlist
2025
Cannes Lions
Engement | Social & Creator | Breakthrough on a Budget
Bronze
2025
Cannes Lions
Engement | Social & Creator | Social Commerce
Shortlist
2025
Cannes Lions
Engement | Direct | Use of Social Platforms
Silver
2025
D&AD Awards
Direct | Social
Graphite Pencil
2025
D&AD Awards
Direct | Digital
Yellow Pencil
2025
LIA
Use of Social Media & Influencers | Retail
Bronze
2025
LIA
Use of Social Media & Influencers | Creativity in Commerce
Silver
2025
LIA
Integration | Use of Social Media
Silver
2025
LIA
Digital | Creativity on a Budget
Silver
2025
LIA
Ambient & Activation | Use of Social Media
Gold
2025
LIA
Ambient & Activation | Use of Social Media
Gold
2025
LIA
Direct | Use of Social Media
Silver
2025
LIA
Non-Traditional | Use of Social Media
Silver
2025
LIA
Non-Traditional | Direct Marketing
Bronze
2025
LIA
Non-Traditional | Creativity in Commerce
Finalist
2025
CLIO Awards
Social Media | Single-Platform
Bronze
2025
CLIO Awards
Creative Commerce | Social Media
Gold
2025
ADC Awards
Direct - Wildcard / Advertising
Silver Cube
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