Nanä
- Brand
- IKEA
- Year
- 2020
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Music & Rhythm
- Platform
- Web
- Agency
- MRM Spain
- With
- Nuria Diaz
Objective
IKEA Spain wanted to own the conversation around sleep quality in a market where, per its research partner the Spanish Sleep Society, more than half of Spaniards sleep poorly. The campaign gave IKEA Family — the retailer's 7-million-strong loyalty club — a reason to engage and a hook for recruiting new members, while steering attention toward IKEA's sleep-related product range.
Solution
The player lands on an illustrated apartment building where every window is still lit, and is prompted to sing the traditional Spanish lullaby "Nana" into their microphone. An on-screen tuner tracks the pitch and volume of their voice and guides them through the song line by line: hit the right note and a neighbor's window goes dark; go flat or sharp and the light stays on, as if the singing itself were keeping them awake. The goal is to work through the whole building, putting every neighbor to sleep by the end of the song. Anyone who clears the building — member or not, since non-members could join IKEA Family for free on the spot — was entered into a draw for a bedroom designed by IKEA's own interior designers on the Sleep Society's recommendations. Each retry was tuned to be easier than the last, so players who fumbled a note weren't stuck starting over from scratch.
- 1
The player reaches the game through a promo page (family.ikea.es/nana/) or IKEA Family posts on Facebook and Instagram, which explain the premise: sing a lullaby for a chance to win a dream bedroom.
- 2
Participation runs through the IKEA Family loyalty club: existing members are identified automatically, and non-members can join for free during play in order to qualify for the prize draw.
- 3
The player is shown a house facade full of neighbors with their lights on, and the goal is stated directly: sing well enough to put every resident to sleep.
- 4
The player sings a well-known Spanish lullaby aloud into the microphone — the entire input is vocal, with no buttons or taps.
- 5
A pitch-and-intensity meter tracks the voice throughout the song: hitting the right notes gradually darkens the neighbors' windows as they fall asleep, while off-key singing leaves the lights on and earns no progress.
- 6
The player can retry after a failed attempt, with each new attempt made noticeably easier than the last to avoid frustration.
- 7
Darkening every window in the house completes the game and enters the player into the prize draw.
- 8
The prize on offer is a bedroom designed by IKEA's interior designers following recommendations from the Spanish Sleep Society.
