IKEA Sleeping - Sing “NANÄ”
Open the game- Brand
- IKEA
- Year
- 2020
- Objective
- Engagement
- Industry
- Retail
- Platform
- Web
- Agency
- MRM Spain
- With
- Nuria Diaz
Objective
IKEA aimed to establish itself as a sleep and rest expert in Spain by creating an engaging interactive experience that promoted quality sleep practices. The campaign partnered with the Spanish Sleep Society to connect bedroom design with well-being, targeting IKEA Family members and consumers interested in better sleep and interior design solutions.
Solution
An interactive web-based singing game where players performed a well-known Spanish lullaby "NANÄ" to virtually 'put their neighbors to sleep' by turning off their lights. The game featured real-time voice analysis with a tone and intensity meter to guide players through the lullaby. Failed attempts showed neighbors complaining about noise in humorous ways. Successful participants entered a drawing to win a custom bedroom designed by IKEA's professional interior design team in collaboration with the Spanish Sleep Society. The experience was developed by MRM agency (MRM Spain) with The Lion (Digital Studio & Technology Lab) handling the technology, and illustrations by Nuria Diaz. The game was available until May 31, 2020.
Results
Not published.
