IKEA’s Back-To-School Ad Is A 25-Minute ASMR Video
Soothing sounds are used to showcase IKEA products
IKEA has come up with a unique way of reaching millennials in a new series of back-to-school advertisements. The company teamed up with New York-based ad agency Ogilvy & Mather to create relaxing ASMR videos that showcase IKEA’s home products.
ASMR (autonomous sensory meridian response) is a tingling feeling some people get when they hear certain sounds that is supposed to be relaxing. Thousands of ASMR videos have been uploaded to YouTube in the last several years, though this is one of the first times a brand has tried to tap into the community.
In the video, a woman’s hands are shown touching and adjusting various objects in a room decorated with IKEA goods. Though her face is never shown, she speaks in a soft, soothing tone as she moves around IKEA hangers, fluffs a pillow, touches a blanket and more, all meant to elicit different positive ASMR reactions. IKEA also published several shorter ASMR videos focusing on just one object.
The ads are just the latest innovative way IKEA is reaching out to college students. The company also recently debuted back-to-school ads exclusively on Snapchat featuring members of the band Pentatonix in an effort to target young people.