‘This is truly an Australian-first’: IKEA issues call out for living billboard activation participant

BY Matthew Leong

September 9, 2024 4:00

‘This is truly an Australian-first’: IKEA issues call out for living billboard activation participant

Furniture titan IKEA is on the lookout for “Australia’s worst sleeper” to take centre stage in its ‘Sleep Billboard’.

Based at the Overseas Passenger Terminal in Sydney’s Circular Quay, the unorthodox sleep billboard is a 3D structure with a glass side, designed by the furniture company’s sleep experts to provide the country’s worst sleeper with the optimal environment for them to catch some shut-eye.

The set up has been created to satisfy IKEA’s 6 Sleep Essentials – air quality, temperature, comfort, sound, decluttering and light. And while the public will be able to observe the person moving about (and sleeping) inside the billboard’s bedroom in-person, the 24-hour event will also be live streamed on IKEA Australia’s TikTok account.

“As experts in life at home, we know we have the products, solutions and knowledge to help all Australians to get the best night’s sleep,” said IKEA Australia’s communications manager, Patricia Routledge.

“To prove it, we want to find ‘Australia’s Worst Sleeper’ to see if we can help them improve their Z’s. They just need to be comfortable helping passers-by and those watching online find the answers too.

@ikea.australiaEntries are open for #IKEALivingBillboard competition – link in bio for details on how to enter.♬ original sound – IKEA Australia

“We think even in the most challenging environment – being on show to the public behind glass in a ‘sleep billboard’ right on Sydney Harbour – IKEA can improve even a terrible sleeper’s night’s rest.

“This is truly an Australian-first, and we can’t wait to showcase how IKEA can help Aussies get a better night’s sleep in this highly immersive way.”

Eager sleepyheads wanting to throw their names in the ring are required to film and post a TikTok video that explains why they’re the country’s worst sleeper and why IKEA must help. Entry videos will need to tag IKEA Australia and follow the furniture organisation’s account.

After completing their 24 hours inside the billboard, an IKEA interior designer will provide the winning participant with a bedroom makeover, boasting a value of $5,000.

The competition officially opens September 9, 2024, at 9am through IKEA Australia’s TikTok account, and will close on September 18, 2024 at 11:59pm.

The sleep billboard will run from October 1, 8:30am, to October 2, 8:30am.