Ikea launches 24-hour sleep billboard with 'Australia's worst sleeper' in Sydney Circular Quay
The Ikea Sleep Billboard was developed and executed by Maverick, Havas Host, Mindshare and Mango Communications.
Ikea has launched a 24-hour sleep billboard at Circular Quay featuring Australia’s worst sleeper, Jack Ngu, inside and living an entire 24-hour day and night in a glass-sided box on display to passers-by on Sydney Harbour.
After a nationwide search for Australia’s worst sleeper, the Swedish furniture giant found Ngu was still sleeping in a single bed and reported waking up with no energy despite getting a good 8 hours of sleep a night.
Ngu will experience everything he needs to get a perfect night’s sleep inside the billboard, designed by Ikea, the sleep experts.
Jack Ngu
In the retailer’s year-long focus on sleep, the Sleep Billboard puts Ikea products, solutions and expertise to the ultimate test and shows how the Swedish furniture giant can help anyone, even a terrible sleeper, get a great night’s rest.
Ngu has a variety of activities to keep him busy and help him relax and prepare for the night ahead. He has already been tasked with assembling furniture and enjoying breakfast, lunch and dinner delivered to his door from the iconic furniture store's Swedish Restaurant.
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He will work through a bedtime wind-down routine featuring puppy yoga, a Booktok discussion and getting ready to sleep with the Ikea six sleep essentials.
The Ikea Sleep Billboard was developed and executed by Ikea Australia, Maverick, Havas Host, Mindshare and Mango Communications.
The Ikea Sleep Billboard is at the Overseas Passenger Terminal, Circular Quay, Sydney, for 24 hours from 9am Tuesday 1 October till 9am Wednesday 2 October.
Earlier this year, the Swedish furniture company launched its latest brand campaign, ‘Do Try This at Home’ locally, through global agency McCann Worldgroup.
The campaign roll out began in April and marked a first for IKEA Australia, as it debuts the same creative used in the 31 markets also within the Ingka Group, IKEA’s largest franchisee and co-creator of the campaign.
