2019 Winner

IKEA

Bedtime

Jungle Media

BronzeBest Use of Digital - Best in Data-Driven Marketing

Sleep is important, yet over one-third of Canadians sleep less than seven hours per night. And what do those night owls and insomniacs do during their waking hours? Scroll YouTube, naturally. To target sleep-deprived Canadians, IKEA partnered with Google to create videos that ran between 10:30 p.m. and 3:30 a.m., calling out the time of night and the content being viewed. So when IKEA spokesperson Jonas chided people for watching cat videos at 2:38 am, they took notice. Jonas even told people exactly how much time remained until IKEA opened so they could buy a better mattress. It worked. “Bedtime” led to a 108% lift in IKEA brand searches and a 673% increase for the keyword “IKEA mattress.”

Credits
Jungle Media Co-Managing Director, SVP Planning: Sheri Metcalfe Co-Managing Director, SVP Buying: Cindy Drown Director, Planning: Janet Xi Group Manager, Buying: Krystal Seymour Group Manager, Planning: Courtney Rimar Jr Planner, Planning: Georgia Pearson

IKEA Canada Lauren MacDonald, Country Marketing Manager Lena Dukic, Country Media & Marketing Manager Santiago Arbelaez, Country Digital Media Manager Caroline Hayes, Social Media Strategy and Planning Specialist Jordan Sequeira, Marketing Communication Specialist

Rethink & Production Partners Creative Director: Aaron Starkman, Christina Yu, Ian Grais, Chris Staples Art Director: Zachary Bautista Writer: Andrew Chhour Strategist: Sean McDonald, Stacy Ross Production Company: FRANK Director: Rodrigo Garcia Saiz Editor: Brian Williams Assistant Editor: Paula Hicks Director of Photography: Chris Mably Executive Producer: Danielle Kappy Line Producer: John Barreiro Post Production: Saints Editorial On Line: Andrew Rolfe, Fort York VFX Grading: Alter Ego, Wade Odlum Audio: Vapor-RMW Audio Producer: Ted Rosnick Engineer: Art Mullin Account Services: Sarah Riedlinger, Daniel Riggi, Marie Lunny