Source: TheDrum
Swedish retail giant Ikea is looking to promote itself as a provider of rest, by running Autonomous Sensory Meridian Response (ASMR) ads online, showing the relaxing benefits of its home goods.
The company has run a peaceful ad showing college dorms gently being made up, as muted and distinctive sounds provide immense satisfaction.
Why has the company created an ad that runs a real risk of putting viewers to sleep? The ad’s creators – Kerri Homsher from Ikea and Della Matthew from Ogilvy told The Drum: “We’re always looking to showcase how Ikea solutions make a better everyday life for the many people. And we’re most successful when we can pair our unique perspective on life at home with things that are happening in popular culture.
“It felt like a perfect match: ASMR videos typically focus on household items, and that’s what Ikea does best.”
