To help the many Australians switch-off from their busy, everyday lives, today IKEA Australia has switched-on its first, ever Slow TV Channel.
Following the successful release of the IKEA Sleep Podcast, the Swedish retail giant has taken the decision 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 epic content production, that does not aim to excite, welcomes the return of Kent and Sara Eriksson, narrators of the original IKEA Sleep Podcast. With the sound of waves gently crashing against the ship’s stern, the Swedish co-workers narrate the nautical journey, reading from the brand-new IKEA Catalogue 2020.
The 14-day journey is being streamed ‘live’ on YouTube, and its soundtrack is available for download as a podcast, to help even more Australians to get a good night’s sleep.
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.
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 journey continues, with viewers able to follow the product as it arrives back of house at an IKEA store and then placed in the warehouse ready for sale. The journey ends with the opening of the Festival of Sleep on 26 September.
Says Ryan Burman, country commercial activity leader for IKEA Australia: “We’re very excited to launch what could be the least exciting TV channel Aussie’s have ever seen! 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.”
“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.”
The IKEA Sleep Ship Slow TV will be streamed from Thursday 12th of September to Thursday the 26th of September, available for viewing here.
IKEA has also launched two new spots via newly appointed agency CHE Proximity encouraging consumers to discover thousands of IKEA’s products to help improve their sleep.