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“u up?” 

That’s what IKEA asked sleepy scrollers late on Friday night as they slid into their DMs (direct messages). The short and sweet message sent in the middle of the night surprised unsuspecting Canadians in a contextual social stunt to promote a dreamy deal on IKEA mattresses. 

As the mattress space has become increasingly competitive, with challenger brands vying for audiences’ attention, IKEA went directly to those who need them most: sleepless Canadians – in the middle of the night. 

Sliding into DMs between 10 pm ET and 5 am the next morning, Canadians who were still awake and playful enough to respond were surprised with a free mattress.

“IKEA is proud to offer stylish home products at an affordable price to people from all walks of life,” says Jacqueline Wark, director of marketing communications at IKEA Canada. “We’re passionate about helping Canadians curate each and every room in their homes, and we especially want to help them get the good night’s rest that they deserve.” 

“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,” says Robbie Percy, group creative director and partner at Rethink. “So, the age-old 'u up?' message is a very relevant, fun and playful way to do that."

Beyond the midnight surprise and delight, IKEA also extended the offer to social media influencers who helped create additional buzz around the cheeky interaction. 

For those who weren’t awake to respond to late-night DM, or are simply in the market for a new bed, IKEA is also offering a limited-time 15% off on mattresses and sleep comfort products between February 10-23rd, available in-store and online.

The promotion is open to all IKEA Family loyalty members. Canadians can sign up for a free membership quickly and easily at ikea.com.

Rethink led on creative, strategy and PR, with Carat on Media.