According to the WHO, 40% of the global population suffers from sleep problems that can lead to serious health issues. That’s why we helped IKEA Family members design their perfect bedroom — simply by sleeping. In collaboration with ShutEye, a leading sleep-tracking app, we went beyond monitoring. Instead of just collecting data, we gave it real meaning: connecting users’ sleep patterns with the best IKEA products to improve sleep quality and create their ideal bedroom. For the first time, sleep itself became a commerce tool. This innovative CRM initiative used real biometric data in a completely new way, allowing each participant’s own sleep to shape their personalized solution. Through this activation, we helped people achieve the restorative sleep we all seek — powered by smart insights, affordable IKEA solutions, and the simplest action of all: going to bed.