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The only way to test a mattress couldn't happen inside an Ikea store.

Ikea Hotel Amour 2015

Despite official surveys putting Ikea mattresses at the top of the charts, the Spanish weren't yet convinced about their quality. They had to see it with their eyes. And feel it with their bodies.

Hotel Amour was a pop-up hotel in Madrid where 69 couples selected online spent Valentine's night testing the mattresses as only a couple can do it. The morning after, we gossiped around, asked them to fill a survey and use the data to create playful infographics for social media.

Looking at their faces, I'd say they liked it.

And the press too.

The supersexy hotel

Ikea Hotel Amour Room

 

 

The results 😎
Over 15,000Β bookings made in just 5 days
5 million hitsΒ in social media (with almost not paid media)
The campaign made it to national TV

 

 

role: Freelance copywriter

agency: MRM/McCann

awards: Bronze by the Club de Creativos, Bronze in Outdoors Advertising at El Sol festival (2015)

creative direction: Emma Pueyo