IKEA, has put its range of SULTAN mattresses to the ultimate pressure test in a new campaign, created by Mother, which uses a real-life Princess, the most sensitive of sleepers, to see if they can truly help her sleep like a Princess.
The press and radio campaign for IKEA mattresses
features a bona fide Princess – Princess Xenia Gabriela Florence Sophie Iris of Saxony. Princess Xenia was invited to use IKEA’s quick, easy and free mattress guide
to discover the perfect IKEA mattress that complemented her sleeping habits.
The press ads follow Princess Xenia as she tests a mattress chosen for her using the guide and her resulting night’s sleep. In radio ads the test is described along with the solution provided by the guide, encouraging listeners to try it for themselves so they can get their own perfect night’s sleep.