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