The IKEA clock was shown on TV every night for 4 months on Channel 4 (the best TV channel for our audience). The visual of the clock was accompanied by a sonic logo and the spoken words in a soothing voice “It’s 10:30pm – It’s Happy to Bed time”Visually the clock was a throwback to the BBC Clock that was a big part of British TV culture for 40 years, but delivered in the style that reflected the face of one of IKEA’s most popular clocks (The SKOJ wall clock).

IKEA has become synonymous with bedroom furniture - 52% of people now consider IKEA their first choice for bedroom furniture (up from 25%). According to IKEA’s econometric analysis this translated to a 13% increase in sales of bedroom furniture, generating incremental revenue of £14m.