This category celebrate creative, comprehensive brand building through the next level use of experience design, activation, immersive, retail and 360° customer engagement. The following event integrates all those elements: a concept based on a strong insight everyone can relate, providing the fitting service. To benefit from it, it was in the participants’ hands. If the participant didn’t reach out to the brand, the experience wouldn’t happen and it’s a serious engagement from the customer.

At the end of the 5-day event, brand affinity increased: participants and passers-by were all unanimous with the concept and the PR coverage proved it worked

The lockdown turned the French daily life upside down. But some good came out of it. French people have regained a taste for napping, for example. But September 2021 was for many synonymous with the return to the office and therefore the end of this habit which is as beneficial for the body as for the mind.

The return to the office or university should not mark the end of the nap. The well-being of people and their productivity are at stake.

So how can we allow French people to continue to benefit from the advantages of a nap when they return to school?

A brief with multiple objectives: reconnect with the general public after a year without events, offer a service that takes into account the constraints related to the return at work and the health constraints still applying.

IKEA gave Parisians a shot of energy with La Sieste IKEA, the very first express naps delivery service.

The Swedish brand rolled out a fleet of 8 electric bikes towing an equipped sleeping capsule to give Parisians the chance to take a power nap between 1:30pm and 6:30pm. convinced that sleep — and power naps in particular — contribute to the well-being of human beings, the optimal sleep experience invited users to test the convenience of the IKEA pods while recharging their batteries.

To sleep in the pod, users need to share a story or a tweet mentioning @IKEAfrance on Instagram and @IKEA_France on twitter and adding the hashtag #lasiesteIKEA. After confirmation, a cyclist will go and find the user, and give them a 30-minute ride perfect for a power nap that will boost whomever.

The concept was meant to reach all types of Parisians in need of a break.

To communicate around the event, several means have been put in place. Upstream, sending of a press release, production of videos introducing the concept and communication on the brand’s social networks.

During the event, influencers heard about the event and shared the information on their accounts. With the registrations mechanism set up, conversations started on the Internet. Community managers were booked for the occasion and were the link between the participant and the biker.

Media heard about the event and communicated around it, on their social networks or via on-line articles.

During the week of the event, influencers reached out to IKEA to try the concept.

In less than 2 months, the event came from ideation to production. Being a concept that had never seen the light before, the pods were created from scratch. Once the sketches and plans validated, the production started. Meanwhile, the communication plan was being thought. The entire operation depending on people ordering a nap.

After the project’s viability confirmed, the fleet was rolled out in Paris. Each day, the bikers were dispatched within the capital to cover a maximum of streets. While waiting for a participant, they rode along the city.

Once a nap ordered, CMs had to check if the address was accessible, otherwise they would tell the participant to meet a little bit further. They had 30 minutes to reach their destination and then welcomed the participant, guided them through the event’s “guidelines” and the nap began. At the end of each nap everything was cleaned up.

By offering a fun, smart and COVID-friendly experience in a hard time, IKEA managed to position itself as a brand that understands consumers and offer them appropriate services.

People were stopping on the street to ask the driver what the pod was for, they found the service very clever and some of them ordered a nap right after.

Some key figures proving the success of the event:

- More than 28 million global impressions

- More than 50 press coverage on both national and international levels

- 104 naps booked

- More than 100 conversations created on social networks