Here’s a fun, time-specific stunt from Rethink and Ikea Canada, targeting consumers precisely when they might be wishing they had a better mattress. 

Last Friday night, Ikea sent DMs to dozens of people on Instagram who were scrolling on their phones between 10 p.m. and 5 a.m. The messages simple read, “u up?” Those who responded got an offer for 15% off a mattress. Rethink told Ad Age that some 200 DMs were sent on the night.

The contextual social stunt was accompanied by similarly minimalist billboard, using the same four-character query to deliver the same offer.

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

“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,” said Jacqueline Wark, director of marketing communications at Ikea Canada. 

Carat handled media for the campaign.

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