In February 2025, IKEA Canada, via agency Rethink, launched a playful late-night activation aimed at insomniacs and restless smartphone users.
Between 10 p.m. and 5 a.m., selected Instagram users received a direct message reading simply, “U up?”. The phrase “U up?” acts as a playful double entendre: a typical late-night flirt text, but here it’s a cheeky invitation—not for a hook-up, but for a healthier night’s sleep. Respondents were instantly offered 15 % off mattresses, and in some cases, even a free mattress.
- Perfect Timing: By sending the message when sleep—or its lack—was top-of-mind, IKEA seized an emotionally relevant marketing moment. “We wanted to find a way to engage with people when sleep and mattresses are top of mind, like when they’re literally having trouble sleeping” explained Robbie Percy, Group Creative Director.
- Contextual Brand Engagement: The stunt was reinforced through minimalist billboards echoing the same “U up?” line—connecting social media with real-world presence.
- Cutting Through Competitors: With D2C mattress brands like Emma and Simba challenging IKEA, this campaign provided a creative way to differentiate and engage beyond typical advertising.
Over 200 DMs were dispatched in one night, with the offer extended to over 500 Instagram users and influencers. The campaign generated national buzz and social shares, capturing attention from marketing publications and sparking headlines like “Ikea slides into people’s DMs… Those who replied got the deal”.
IKEA Canada’s “U up?” campaign is a smart twist on conversational marketing—flipping an online flirt into a sleep solution. It struck the right emotional chord at the right time, leveraged minimal creative for maximal effect, and sparked both consumer excitement and earned media buzz.
AWARDS
Clio Awards 2025
- Gold in Creative Commerce
- Bronze in Social Media
D&AD 2025
- Yellow Pencil in Direct (Digital)
- Graphite Pencil in Direct (Social)
CREDITS
Brand: IKEA Canada. Creative Agency: Rethink Canada. Chief Creative Officer: Aaron Starkman, Mike Dubrick. Chief Strategy Officer: Sean McDonald. Strategy Director: Emma Bayfield. Creative Director: Karine Doucet. Group Creative Director: Robbie Percy, Caroline Friesen. Associate Creative Director: Rachel LeBlanc, Ryan Cookish. Art Director: Rachel LeBlanc, Ryan Cookish. Copywriter: Julie Day‑Lebel. Print Studio Manager: Todd Bennett. Senior Integrated Producer: Terri Winter. Account Director: Tori Zenko. Group Account Director: Kiara Wilson. Account Supervisor: Rachel Rava, Queenie See. Client Representative: Jonelle Ricketts, Jacqueline Wark, Samantha Loosley, Agamemnon Spiridoulias, Ruby Rasaei, Darcy Greaves, Alicia Carroll. Head of PR: Meredith Burns. PR Account Director: Chenda McKissick, Kristel Dupont. PR Manager: Kaitlyn Vian, Claire Tam, Tara Lush Benson, Christina Avril‑Dieudonne. Media Agency: Carat.
