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Ikea launches bizarre new marketing stunt

Lucy Dean
Pictured: Ikea store, Sara and Kent Eriksson and ship carrying Ikea goods. Images: Getty, Ikea
Will you be tuning in? Images: Getty, Ikea

Some people count sheep, others meditate and some just close their eyes, but according to Ikea, one of the best ways to fall asleep could be just listening to Swedish people say Ikea furniture names in soothing tones.

Or at least that’s the idea behind Ikea’s new ‘Slow TV Channel’, which takes viewers on a 14-day sea journey aboard a ship filled with Ikea products bound for Australia.

The 14-day ad is pitched as a way to help Australians get a good night’s sleep, lulled by the sound of waves gently crashing against the ship and the soft, repetitive sounds of the engine.

Then there are the two Swedish narrators, who read out a list of Ikea products from the Ikea 2019 catalogue.

“We’re very excited to launch what could be the least exciting TV channel Aussies have ever seen!” Ryan Burman, country commercial activity leader for Ikea Australia said.

“We know that 1-in-4 Aussies struggle with their sleep, so we hope that the rhythmic, monotonous content of the Slow TV channel helps quieten the day, and get the mind and body ready for bed.”

The channel comes after Ikea launched a sleep podcast, narrated by the same two Swedes – Kent and Sara Eriksson.

Listen to the dulcet tones of Ikea's Kent and Sara Eriksson. Image: Ikea
Listen to the dulcet tones of Ikea's Kent and Sara Eriksson. Image: Ikea

“For all the night owls and Slow TV fans, tune in, kick back and let the dulcet Swedish voices put you in the mood for a great sleep,” Burman said.

“Here at Ikea we understand that sleep is so important in living a better everyday life. As experts in life at home, we want to inspire the many Australians to create the best sleep environment so they can feel refreshed and recharged to get ready for life.”

The Ikea Sleep Ship Slow TV will be live-streamed from Thursday 12 September until Thursday the 26th of September.

Yahoo Finance’s All Markets Summit is on the 26th of September 2019 at the Shangri-La, Sydney. Check out the full line-up of speakers and agenda for this groundbreaking event here.

Yahoo Finance All Markets Summit
Yahoo Finance All Markets Summit