IKEA’s Nap Truck

The Brief

Studies showed that a third of Dubai’s residents suffer from a lack of sleep. The objective of the campaign was to get people excited about experiencing the products and get as many people to store and try out the new bedroom range which would upgrade your sleep.

IKEA decided to grab people’s attention by starting a new service altogether. Giving the city that never sleeps, something it’s busy, hard-working population might appreciate – a nap delivery service.

The Solution

IKEA created Nap Delivery, a whole new service that delivered naps to drowsy people across Dubai whenever or wherever they needed it most. We converted the backs of popular IKEA delivery trucks into furnished mobile showrooms as a comfortable place to take a power nap.

It got people excited about sampling IKEA’s new bedroom range, allowing them to best experience it when they were in the perfect state to appreciate it’s quality best – while asleep.

By simply tweeting using the #UpgradetoIKEA people where able to enjoy a 30 minute power nap in our vehicles. The trucks also served as live mobile billboards around the country for everyone to see the product benefits up close in a way like never before.

The Engagement

Conversations about sampling IKEA’s new bedroom range flodded the #UpgradetoIKEA hashtag allowing anyone who wanted to experience quality sleep to request it on demand.


News about how IKEA was delivering sleep to people quickly spread!

The Result

By listening to conversations and joining them on Twitter through associated keywords such as #Sleep, #Nap, #rest we were able to reward sleepy residents with the opportunity to test out an IKEA bed.

Our hashtag #UpgradetoIKEA engaged over 78,000 people on social media and reached 330,000 Million Impressions.

Soon our 30 min nap slots were booked across the region once the news caught on that IKEA was delivering naps.

More importantly, IKEA successfully increased their bedroom range sales by 10% as a result of the activation.

Client: IKEA
Project Type: Integrated Campaign
Year: 2018
Agency: Oglivy