IKEA Canada explores consumer late-night habits and mattress demand in the u up? campaign. Developed by agency Rethink with media support from Carat, the project centres on a series of nocturnal vignettes featuring sleepless individuals navigating digital spaces.
The case study highlights the strategic intersection of consumer behaviour and product sales, utilizing a cinematic, live-action approach to capture the stillness of late-night hours. The narrative details a direct communication effort that bridged the gap between social media engagement and retail conversion.
