Value of Paper and Print

This Ad Sends You to Sleep

Boosting brand recall is the holy grail of advertisers, and IKEA’s SÖMNIG (Swedish for sleepy) and Memac Ogilvy’s flat pack print ad certainly leaves a lasting impression.

How? Through ingenious use of imbedded smart technology and infused printing inks, the printed ad emitted a white noise that masked unwanted sounds, and a subtle lavender smell that relaxed your muscles. Designed as a sleep aid, it tapped into your senses and served as an impactful reminder that if you ever want to replace your bed, then IKEA’s are guaranteed to give you the best night’s sleep ever. A fine example of how print can offer a tactile, multi-sensory experience that has the power to boost brand recall by up to 70%.

Print Power, 2020

Like this story? Check out more inspiration here.


Subscribe to VoPP