Ikea gives commuters a chance to catch up on sleep

Ikea, the consistently quirky campaigner surprised commuters with free pillows demanding "Better Sleep for everyone". Amused commuters could have a kip on the trains in Stockholm thanks to the free pillows that the Ikea-pajama-army handed out.

During morning rush hour the 23rd of September the campaign kicked off. By the platforms for the Arlanda express trains, and the regular commuter trains Ikea greeted sleepy people with their free pillows. In total about 10.000 commuters travel these trains every day. Read more to see more!

The idea was cooked up by the Miami ad agency who - despite it's fancy name - are located in Gothenburg (Göteborg), Sweden. Fredrik Olsson at Miami explains their involvment in the campaign: "We've supplied the best possible places to do this, sorted out legal issues and gotten permissions as well as having done complementing activities. We've looked closely at reaching as many in the target group as possible under a short time."


A rocking success, as many papers wrote about the stunt, and just look at these guys laughing, they loved it. Anything that brings a smile to peoples faces during a dreary commute has to be a good thing™.

Travel Vision control the event "media space" of chatting up commuters, Pehr Dunger sales executive said: "We welcome Ikea who likes to do good ideas that 'stick out', our customers get added value by things like this that break up the mundane morning routine. "


"You'll get my pillow when you pry it from my cold sleepy hands..."


The Pajama uniform, and a sleepy commuter - free pillow and free metro morning paper in hand.

Ikea, a dream client for many, has also hung mattress billboards in Paris trainstations recently. 39 mattresses in major Paris railway stations proclaim the same messages, albeit with a French pun. "Get a good nights sleep" is the proposition everywhere, as in Miami's Swedish campaign the pillows spell out better sleep for everyone, and the French matress-billboard reads "On a le droit d'avoir un bon matelas sans se mettre sur la paille".

Comments (15)

Leave a comment

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.