How and Why IKEA Launched the "Better Sleep" Campaign?

In search of an answer to the question «How to sleep better?», IKEA conducted a study and found that about 80% of people worldwide sleep less than seven hours a day. To help us rest more and do it comfortably, IKEA launches its own expert campaign «Better Sleep».

Campaign Presentation. How It All Began

We visited the campaign presentation, where staff members, including IKEA Russia retail director Pontus Erntell, shared insights on comfortable sleep.

For example, did you know that the choice of a pillow depends on your usual sleeping position? It turns out that people who like to sleep on their side or back need a firm pillow with solid support. Meanwhile, if you sleep on your stomach, a soft pillow will keep your head at the same level as your shoulders and avoid straining your neck.

How to Sleep Well Every Day?

Most Russians associate a good night's sleep with relaxation at the beach. Indeed, a well-rested person feels happy.

According to surveys, many people in bedrooms lack storage space, comfortable sleeping areas, and additional lighting. Therefore, IKEA's website now features a section that helps select the right mattress, pillows of desired firmness, and even proper sleeping positions to avoid overloading the spine.

What Did IKEA's Surveys Reveal?34% of Russianswantstorage space next to their bed.42% of Russiansthinktheir sleeping area could be longer and wider.27% of Russiansbelievetheir bedroom should be decorated in lighter tones.

If You Don't Like Sleeping in Silence

To ensure everyone can fall asleep comfortably after a tough day, IKEA prepared lullabies based on well-known melodies. But even more exciting is to create your very own lullaby. For that, you must take a test using the voice assistant «Yandex.Alice». The lullaby text will consist of names of IKEA products that suit you best.

You Can Sleep Anywhere

IKEA believes you can sleep anywhere—even at a speed of 80 km/h. That's why company employees equipped the night train compartment Moscow–St. Petersburg with everything needed for comfortable sleep. Each compartment allows testing IKEA products for restful sleep: mattresses, mattress toppers, pillows, and blankets.

How to Get on the Train?

From February 17 to March 6, anyone can travel on the «Better Sleep» train compartment from Moscow to St. Petersburg or back. To do so, visit IKEA's website and participate in a contest. Write why you need to sleep well during the journey, and the jury will select the most interesting story.