IKEA Puts Phones (and Humans) to Bed in new campaign by Memac Ogilvy

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The idea is simple: tuck your phone in before you tuck yourself in. Each tiny bed comes embedded with NFC technology that syncs with the IKEA app, tracking how long your phone stays “asleep.” Users who manage to keep their devices resting for seven hours a night over seven nights earn an AED 100 IKEA voucher.

Part of the brand’s wider 'Complete Sleep Collection' campaign, the initiative is designed to nudge consumers toward better sleep habits—and away from the late-night scroll.

“Sleep is one of the most important design projects in our lives, yet it’s often the most overlooked,” said Carla Klumpenaar, GM of Marketing, Communications, HF & Retail Design at IKEA Al-Futtaim.

“Our phones have often become uninvited guests in the bedroom, disrupting the very moments meant for rest. The Phone Sleep Collection turns that challenge into a playful wellness routine, giving people permission to disconnect with intention. By combining design with a simple wellness solution, we are empowering people to reclaim their nights, take back control of their routines, and wake up recharged for what matters most. That is the IKEA vision of a better everyday life.”

The launch taps into the findings of the latest IKEA Sleep Report, which scored the UAE’s sleep quality at 68/100—slightly above the global average but still far from perfect rest.

Behind the campaign is Memac Ogilvy advertising agency, who leaned into IKEA’s iconic humor and simplicity.

“One of the biggest barriers to good sleep isn’t noise or stress; it’s our phones. We wanted to change that with a bit of humor and a lot of heart,” said Gautam Wadher, Chief Creative Officer. “So we created the IKEA Phone Sleep Collection — tiny beds for your not-so-tiny habit,” 

Adding to that, Moemen Metwally, Creative Director, noted, “We’ve all seen the rise of toys and collectibles. So we decided to create a toy with real value…one that helps people sleep.”

Shoppers who spend AED 750 or more in-store (including at least one sleep product) can claim their free mini phone bed after checkout and join the challenge.

This is a clever piece of behavioral design coming out of IKEA UAE, one that is wrapped in Scandinavian charm—a reminder that sometimes the smartest tech solution is to put the tech to sleep.

CREDITS

Advertising Agency: Memac Ogilvy, Dubai, UAE

Gautam Wadher - Chief Creative Officer

Nour Christidi - Senior Copywriter

Leomerish Leyco - Senior Art Director

Moemen Metwally - Creative Director

Carl Khoury – Senior Copywriter

Shadi Kharmacho - Head of Arabic

Tarek Shahin - Arabic Copywriter

Antonio Geagea - Animator

Karl ElHitti - Head of Social

Yara Maalouf - Social Director

Juan Mendoza - Social Account Manager

Layan Abdo - Senior Social Account Executive

Dina ElKharaz - Senior Community Manager

Wateen AlMoghrabi - Community Manager

Kevin Kurian - Managing Partner

Ashleigh Morgan - Account Director

Georges Enkiri - Senior Account Manager

Samira Ampo - Senior Account Manager

Yasser Hamdy, Business Director, PR

Rawan Mahmoud, Account Director, PR

Meryem Raji, Account Manger, PR

Farah Talaat, Senior Account Executive, PR

Haya Khalil, Senior Account Executive, PR

Bana Shennak, Associate Director of Strategy, MENA, PR and Influence

Sami AbuFakhr, Creative Content Manager, PR 

Chantelle Burchett, Account Director, Influence

Nada Mukhtar, Account Manager, Influence

Sara Mocattash, Account Executive, Influence

Mario Morby - Chief Strategy Officer MENA

Yasmina Raydan - Senior Strategy Manager

Ahmed Elbeshbishy - Content Manager

Muthanna Subbaiah - Content Creator

Ausaf Umar - Content Creator

Natasha Sanglay - Content Creator

Production House: Melt

Brand: IKEA UAE

Carla Klumpenaar - GM Marketing

Dina Al Sahhar - Regional Marketing Manager

Mohamed Maihoob - Regional Marketing Specialist

Houda Sfar - Regional Marketing Specialist

Jay Quadras - Regional Digital Marketing Leader