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Campaign Middle East
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Hiba Faisal
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IKEA ‘Phone Sleep Collection’ tucks phones (and humans) in at night

Hiba Faisal
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Each mini bed features NFC technology that tracks via the IKEA app how long a phone stays tucked in. Users who let their phones rest for seven hours each night, for seven consecutive nights, earn an AED 100 voucher.

Users who let their phones rest for seven hours each night, for seven consecutive nights, earn an AED 100 voucher, redeemable at IKEA.

IKEA, the Swedish home furnishing retailer with more than three decades of presence in the UAE, is helping people reclaim their nights with the launch of the Phone Sleep Collection, a line of miniature IKEA-style beds designed specifically for smartphones.

The playful collection encourages users to “put their phones to bed” at night, so they can fully enjoy their own IKEA beds, mattresses, and duvets.

It promotes better sleep while gamifying rest through the Phone Sleep Challenge. Each mini bed features NFC technology that tracks how long a phone stays tucked in via the IKEA app.

Users who let their phones rest for seven hours each night, for seven consecutive nights, earn an AE


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Tags:AdvertisingbedsCampaignCarla KlumpenaarduvetsGautham Wadherhome furniture retailerIkeaIKEA Phone Sleep CollectionmarketingmattressesMemac OgilvyMoemen MetwallyNFC technologyPhone Sleep CollectionSwedishTalabat
the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.
All posts byHiba Faisal

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