“Sleeping Spoils” was IKEA’s first campaign on Netflix, designed to combat sleep deprivation among Gen Z binge-watchers. Starting only after midnight, the campaign hijacked Netflix’s ad breaks to threaten late-night viewers with potential spoilers if they refused to go to bed. Across three sequential spots, an IKEA co-worker humorously escalated the pressure, combining entertainment with prevention and product relevance. The main challenge was to reach a hard-to-capture audience within a platform typically free of traditional advertising, without breaking user experience. By creatively exploiting Netflix’s ad technology and real-time scheduling, IKEA achieved contextual precision. The results exceeded expectations: website visits for sleep products multiplied tenfold at midnight, sales increased by 26%, and the brand recorded significant lifts in favorability (+7pp), message association (+9pp among 25-44), and perception as an expert in sleep (+11pp). IKEA reasserted its leadership in both sleep expertise and innovative media use.