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IKEA Competition Encourages Romantic Confessions on Mattresses

By: Tia Clarke - Published: • References: creativity-online & designtaxi
The latest IKEA competition encourages members of the public to share their romantic confessions. IKEA is asking members of the public to send them sweet nothings, which will then be embroidered on a mattress and sent to a lucky winner every week. IKEA will also arrange to have the mattress delivered as a surprise.

The novel IKEA competition idea came about when the flat-pack furniture specialists collaborated with ad agency Akestam Holst and B-Reel. The adorable ad campaign for the project ‘Say It With A Bed’ features a young couple who exchange heartfelt messages through the delicate embroidery on the mattress. The girl meets an old friend at the train station and confesses “I love you too” through the personalized bedding.

This is an interesting idea from the home-wares giant and one which is sure to gain the interest of young home-makers. Stats for Confessional Message Matresses Trending: Older & Mild
Traction: 424 clicks in 74 w
Interest: > 3 minutes
Concept: IKEA Competition
Related: 99 examples / 76 photos
Segment: Females, 18-55+
Comparison Set: 36 similar articles, including: ikea-furnished lodgings, strapped flatpack furniture, and furry diy foot stools.