You know, that tingling feeling some people experience when they hear certain sounds.
Ikea Made a 25-Minute Video Using ASMR
The new campaign, Oddly Ikea, promotes the store’s back-to-school products for ‘dorm-friendly’ furniture. In the video, a woman who isn’t ever fully shown displays various products—duvet cover, hangers, a lamp— fluffs them up, taps and pushes on them to create soothing sounds for its viewers. The sounds provoke an autonomous sensory meridian response (ASMR), a low-grade euphoria which can make someone experience a ‘tingly feeling’ or a static-like reaction on the skin.
“We were shooting a back-to-college TV spot and wanted to extend it into online content,” explained Ogilvy’s creative director Della Mathew and Ikea external communications specialist Kerri Homsher to Adweek. “We knew that ASMR videos are very popular, especially with young people, college students and IKEA co-workers. So we put two and two together. Our products are designed to help people every day. Our dorm room solutions help students relax after a long day. So we thought of content that does the same.”
“A series like this is very much in keeping with the Ikea character,” they said. “Plus, the format of ASMR videos allows you to deliver product benefits in a pleasant, calming way, something a TV spot or print ad doesn’t always succeed at. We hope this demonstrates to everyone who watches that Ikea has solutions that make your homework better. But really, we hope it does what it’s supposed to do: help everyone who watches it relax a little.”