BUNGEE

if ito nKEA) Sleep Talk Reviews ~~ ji How live-recorded unconscious ramblings became t tre Context Online product reviews are supposed to be helpful, but they can't be trusted, as over 40% of online reviews ~ are fake. So if we wanted people to believe that IKEA mattresses actually deliver a great night's sleep, we needed them to believe the reviews. Idea We invited real people to a two-day sleepover event at an IKEA, where they slept on mattresses in the store. We carefully wired the displays for sound, surrounding each bed with a variety of microphones to record every q detail of their sleep. Then, they started talking, andwe captured every snore, mumble and incoherent word. We then turned the live-recorded unconscious ramblings in O- a whole campaign of official mattress reviews that peo would actually believe across broadcast radio and ks y a = : * > d = . RED, AUTHENTIC , . ’ y . : . PR DEEP, , ‘ s | . cc TABLE SLEEP. 12% +9.1% ‘90% = 2: vy i @ = 1Ag 1 Increase In Trust Online Visits compistion Rate! i “ be. ie -= i “Wheresh de bungee.” 90+ hours of recorded sleep talking. Captured during a two-day event at IKEA. Nonsense turned into official reviews. Sleep talkers became sleep influencers. Sleep talking got everyone talking.