IKEA PROMOTES GOOD SLEEP IN CINEMA CITY CINEMAS

Spatial IKEA installations promoting a good night's sleep have been set up in Cinema City cinemas in Janki, near Warsaw, and in Manufaktura, Lodz. The modern form of experience marketing was combined with education about improving sleep quality. In this non-standard way, the IKEA brand points out the key factors for healthy sleep: temperature, clean air, light, sound, comfort and an orderly environment. “We want to bring people back the joy of getting enough sleep! We remind people that sleep is not only about rest, but also about health, energy, pleasure, positive emotions. A good night's sleep is the best way to have another good day.” - says Katarzyna Piwowarczyk, marketing director of IKEA Retail in Poland.

The ambient off-screen marketing campaign in movie theaters is part of a major campaign under the slogan “Hey, wake up! Time for a good night's sleep.”