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Ambient
Ikea: Sleep Talk Reviews
From mouth tape to weighted blankets – people are obsessed with getting a good night’s rest. But in today’s world of influencers and AI-generated reviews, it’s hard to know what actually works. So to prove that getting a satisfying sleep starts with getting a good (and affordable) mattress, IKEA set out to take a fresh approach to customer testimonials. In a first-of-its-kind social experiment, IKEA invited real sleep talkers to sleep on their mattresses on location in the IKEA North York store, gathering real-time reviews through the ultimate sign of a deep sleep – sleep talking. Capturing every mumble, grumble, and snore, the recordings served as genuine product reviews, proving just how well you can sleep on an IKEA mattress. Aptly named 'Sleep Talk Reviews', the campaign captured real sleep talking from real sleep-talkers over the course of two nights. The sleep talkers were put to bed in a bedroom display, optimised for the perfect slumber, surrounded by hidden cameras and microphones that were engineered to pick up even the slightest mumble. Featuring ÅKREHAMN and VÅGSTRANDA mattresses, the cosy room provided participants with the ideal environment for a deep sleep, capturing over 90 hours of live sleep talking product review footage.
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