TOG-ether
Helping IKEA end duvet tug of wars and keep couples TOG-ether.
The brief
Promote IKEA's range of bedding in an engaging, innovative way that emotionally connects with consumers.
The strategy
Duvets are essential to a good night's sleep — so tackle the age-old problem of "the battle of the bedsheets" head-on.
The idea
End duvet dust-ups between couples with the TOG-ether bundle — two single duvets for less than the price of a double — teaching sleep-deprived Brits how to sleep like a Swede, each picking the tog rating that suits their own temperature needs.
The results
Coverage on Loose Women and Radio 5 Live, plus HuffPost UK, Daily Mirror, The Sunday Times, Daily Express and Daily Mail. Lifestyle and home pieces in Time Magazine, Ideal Home, Good Housekeeping, House Beautiful and Prima. Mashable even called IKEA "relationship saviours."
Credits
Client: IKEA
Agency: Hope and Glory