IKEA gamifies rest with phone sleep challenge

IKEA has unveiled the Phone Sleep Collection in the UAE — a playful initiative designed to help customers reclaim their rest by encouraging them to “put their phones to bed.”

The miniature IKEA-style beds are designed specifically for smartphones, promoting better sleep habits while linking to IKEA’s Complete Sleep Collection.

The collection invites customers to take part in the Phone Sleep Challenge, which gamifies rest through the IKEA app. Each mini bed is equipped with NFC technology that tracks how long a phone stays “asleep.” Users who allow their phones to rest for seven hours each night, over seven consecutive nights, earn an AED 100 IKEA voucher.

Design meets wellness through sleep

Carla Klumpenaar, General Manager of Marketing, Communications, HF & Retail Design, IKEA Al-Futtaim: “Sleep is one of the most important design projects in our lives, yet it’s often the most overlooked. Our phones have often become uninvited guests in the bedroom, disrupting the very moments meant for rest. The Phone Sleep Collection turns that challenge into a playful wellness routine, giving people permission to disconnect with intention. By combining design with a simple wellness solution, we are empowering people to reclaim their nights, take back control of their routines, and wake up recharged for what matters most. That is the IKEA vision of a better everyday life.”

The launch also highlights the findings of the IKEA Sleep Report, which gave the UAE a score of 68 out of 100—slightly above the global average—and underscores the need for better sleep habits across the country.

Creativity drives behavioural change

Developed by Memac Ogilvy, the campaign uses humour and creativity to inspire wellness.

Gautam Wadher, Chief Creative Officer, Memac Ogilvy: “One of the biggest barriers to good sleep isn’t noise or stress; it’s our phones. We wanted to change that with a bit of humor and a lot of heart. So we created the IKEA Phone Sleep Collection — tiny beds for your not-so-tiny habit.”

Moemen Metwally, Creative Director, Memac Ogilvy: “We’ve all seen the rise of toys and collectibles. So we decided to create a toy with real value… one that helps people sleep.”

Rewarding rest and reinforcing connection

Customers who spend a minimum of AED 750 in-store, including at least one item from IKEA’s Complete Sleep Collection, receive a complimentary mini phone bed at a dedicated desk after checkout. This allows them to join the challenge and earn vouchers redeemable on future purchases.

The Phone Sleep Collection is available for a limited time across all IKEA UAE stores, reinforcing the brand’s message that better design begins with better sleep.

www.ikea.com

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