You’re getting very sleepy

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Not all ads are aimed at “waking people up” to new products, concepts or services. A recent print piece from IKEA at the back of Middle East-based monthly magazine good aimed to do just the opposite.

The IKEA “SÖMNIG” ad, Swedish for “sleepy,” was the work of marketing communications agency MemacOgilvy. It did more than provide a nod to the retailer’s mattresses; the detachable, self-standing ad could be activated to emit a white noise frequency (for bedside use, naturally) in addition to an aromatic lavender scent. It was printed with lavender-infused ink, a fragrance that MemacOgilvy points out is “known to help relax muscles and lower heart rate.” Who knew the world of advertising could be so soothing?

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