The Great Indoors Awards was a Facebook campaign designed to promote IKEA’s winter range, and increase their Facebook following. The idea was a competition that celebrated the lazy side of winter and rewarded people for their sloth-like behavior. So we thought, wouldn’t it be great if we could target people when they were actually being lazy?

Our talking pillows helped grow the Ikea Facebook page by 22,000 ‘likes’ – a 50% increase in fans, and importantly, sales were up 4.3% on the same period last year. Not bad for a little pillow talk.

We didn’t need to go far. A common sight at IKEA is shoppers testing out the beds, and even grabbing a sneaky nap while their partner looks around the store - a lazy, snoozy, captive audience that we could target.So as part of our promo, we created a guerilla component: pillows with pressure-activated, custom-made sound chips embedded inside them. When people lay down, the pillows ‘talked to them’.

We got shoppers when they would most appreciate our insight – and drove them straight to Facebook to enter the competition. The voice read this copy:“Hi there. So it’s daytime but all you want to do is crash out? Well check out the IKEA Great Indoors Awards, where mooching like this could win you great IKEA winter products. Visit facebook.com/ikea.au to find out how you and a friend could win for doing next to nothing.“