晚上十点至凌晨五点，这段时间对大多数失眠症患者来说，往往是难以获得充分休息的煎熬时刻。
最近，宜家通过其官方Instagram账号，在22:00至5:00之间，随机向部分关注者发送了一条简短的消息：“U Up? 你醒了吗？”一些及时回复的幸运儿惊喜地获赠了宜家床垫。
活动文案很简单：
“你醒了吗？”
“原来你醒了啊！看来你需要一张更好的床垫，我们为你准备了15%的专属折扣！”
相关户外广告
新品床垫广告
床垫的舒适度往往由厚度、支撑力和材质决定，但关于“什么才是最好的床垫”，人们常常存在不少误解。
每个人的睡眠习惯与需求各不相同，而宜家通过这则广告传递了一个简单却深刻的理念：对于床垫来说，舒适才是核心关键。
项目信息
品牌/广告主
IKEA 宜家
营销机构
Creative Agency 创意代理商
Rethink
参与者
奖项荣誉
2025
Cannes Lions
Engement | Direct | Breakthrough on a Budget
Gold
2025
Cannes Lions
Engement | Social & Creator | Innovative Engagement of Community
Shortlist
2025
Cannes Lions
Engement | Social & Creator | Use of Humour
Gold
2025
Cannes Lions
Experience | Creative Commerce | Use of Humour
Silver
2025
Cannes Lions
Craft | Digital Craft | Personalised Storytelling & Experience
Shortlist
2025
Cannes Lions
Experience | Creative Commerce | Social/Influencer Commerce
Shortlist
2025
Cannes Lions
Engement | Social & Creator | Breakthrough on a Budget
Bronze
2025
Cannes Lions
Engement | Social & Creator | Social Commerce
Shortlist
2025
Cannes Lions
Engement | Direct | Use of Social Platforms
Silver
2025
D&AD Awards
Direct | Social
Graphite Pencil
2025
D&AD Awards
Direct | Digital
Yellow Pencil
2025
LIA
Use of Social Media & Influencers | Retail
Bronze
2025
LIA
Use of Social Media & Influencers | Creativity in Commerce
Silver
2025
LIA
Integration | Use of Social Media
Silver
2025
LIA
Digital | Creativity on a Budget
Silver
2025
LIA
Ambient & Activation | Use of Social Media
Gold
2025
LIA
Ambient & Activation | Use of Social Media
Gold
2025
LIA
Direct | Use of Social Media
Silver
2025
LIA
Non-Traditional | Use of Social Media
Silver
2025
LIA
Non-Traditional | Direct Marketing
Bronze
2025
LIA
Non-Traditional | Creativity in Commerce
Finalist
2025
CLIO Awards
Social Media | Single-Platform
Bronze
2025
CLIO Awards
Creative Commerce | Social Media
Gold
2025
ADC Awards
Direct - Wildcard / Advertising
Silver Cube
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