IKEA: Hotel Amour ❤️

The proper way to test a mattress couldn't happen inside an IKEA store.

Despite official surveys placing IKEA mattresses at the top of the charts, the Spanish were not sold on their quality. They had to see it (and feel it) to believe it.

Hotel Amour was a pop-up hotel in Madrid where 69 couples selected online spent Valentine's Day thoroughly testing the mattresses. The morning after, the glowing couples filled in a questionnaire on their testing efforts. Did they cuddle? Was that too warm? How was the firmness? Did the mattress stand the test of ‘practice’?

We used the data to create playful infographics that summarised their experiences.

Looking at their faces, they liked it.😎

And the press did too.

The results 😎

  • Over 15,000 bookings in just 5 days

  • 5 million hits in social media (with almost not paid media)

  • The campaign made it to national TV


Role: Freelance creative and copywriter

Agency: MRM/McCann

Creative Direction: Emma Pueyo

Awards: Bronze by the Club de Creativos, Bronze in Outdoors Advertising at El Sol festival (2015)

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