The Late-Night DM to IKEA

When IKEA launched their clever late-night campaign, texting customers “u up?” and offering discounts on mattresses to those who responded, we, together with Durex Greece, saw the perfect opportunity to remind everyone that sometimes being “up” is a good thing, especially when it comes to keeping things interesting. Right as IKEA sent their message, we playfully flipped it back on them, replying with “u up?” ourselves. The next morning, IKEA responded with “how was your sleep?” and, of course, we couldn’t resist having the last word. Our response? “Sleep? Nah… We were busy keeping people… up.” The results? 26M+ impressions in the first week and 1.5M earned media, with 0€ media spent.