Following the success of its Sleep Podcast, Ikea has decided to stream a 14-day, or 336-hour journey of its products aboard a ship to Australian shores... all in the name of sleep.
The Swedish retail giant is introducing its first ever Slow TV Channel, with the aim to help Aussies switch off from their busy, everyday lives.
The Ikea Slow TV channel charts the journey of new products, making their way to the Ikea Festival of Sleep–a 12-day celebration of sleep at IKEA stores nationally, promising to solve Australian’s most common sleep problems.
We’re very excited to launch what could be the least exciting TV channel Aussies have ever seen, enthuses Ryan Burman, country commercial activity leader for Ikea Australia.
“We know that one in four 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,” he explains.
Viewers can tune in and watch the real-time representation of the ship as it voyages across the high seas for 14 days. The ship will then arrive into port where the shipping containers filled with the newest Ikea products are unloaded and transported stores. The whole journey is narrated by Kent and Sara Eriksson, who also narrated the sleep podcast, and will end with the opening of the Festival of Sleep on 26 September.
“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. 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,” adds Burman.
Ikea Sleep Ship Slow TV is streaming now (https://www.youtube.com/watch?v=DSZBjFzq3Ng).