INGKA CENTRES

BRIEF:

INGKA Centres, the largest franchisee of IKEA stores, wanted to piggyback on IKEA’s campaign about sleep in order to drive more footfall to their shopping centres.

RESPONSE:

Let’s recruit help from the specialists at “putting people to sleep”.

Bought but not made while working at The Romans

OUT COLD

Getting UFC fighters to ‘put people to sleep’ with bedtime stories in our centres.

To get sleepyheads into our centres, we’ll promote the events with content of UFC knockout king Derrick Lewis showing off his oratory skills.

We’ll leverage our worldwide centres, getting popular fighters from each country to make people go night night.

And we’ll keep this unexpected crossover going with some MMA-inspired sleep gear. Truly helping people put their lights out.

More Not Work

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