Our Dream

By Ikea

  • Agency : 20/20 Helsinki
  • Place : Finland
Advertiser :
  • IKEA is a Swedish multinational conglomerate that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories, among other useful goods and occasionally home services. IKEA has been the world’s largest furniture retailer since 2008.
Objective / insight
  • IKEA’s sleeping campaign concept is based on a single person’s sleep. It combines technology, data, real-time visualization, and physical spaces to make sleeping habits a shared experience.
  • Unemme was a one-of-a-kind, live-evolving interactive artwork that mirrored how people sleep.
  • A living, breathing multi-sensory dreamscape of various shapes, colors, textures, movement, and music transforms and evolves in real time based on the input of the users.
Implemented strategy
  • The IKEA campaign website served as the central portal for the whole campaign. Four questions were used to obtain sleep data from Finns on the campaign website:
    • How many hours did you sleep?
    • How rested do you feel?
    • Did you see dreams?
    • Did you wake up during the night?

    Each participant was able to view their sleep data and compare it to the average amount of sleep in Finland or their own neighborhood.

Technology implemented
  • By integrating real-time graphics, web technologies, uploading, data, art, and physical spaces, a completely new way of visualizing data has emerged.
  • The visualization that was produced in real time changed according to the sleep data and the rhythm of the actual time of day.
  • Based on the data entered by participants, the artwork changed its forms, colors, movement, and action.
  • Nature and its organic elements influenced the abstract dreamscape – an ever-changing flow of natural forms that feels calming and meditative.
  • This was further enhanced by integrating the visuals with Ville Hyvönen’s evocative music.
  • A total of 1 960 000 people were reached by the multimedia sleeping campaign. The IKEA Unemme campaign gathered a total of 83 623 hours of sleep, with 11 065 hours of sleep data and 8 787 people participating in the competition.
  • During the campaign, the average amount of sleep was 7,6 hours. The average time spent on the campaign website was 1:45 minutes, with a total of 24 283 page views. During this campaign, the online sales grew with 59,2 %.


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