IKEA puts Australians to sleep with the Slow TV Channel

Paige Murphy
By Paige Murphy | 12 September 2019

To help Australians switch-off from their busy everyday lives, IKEA Australia has switched-on its first 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 in the name of sleep.

Kent and Sara Eriksson, narrators of the original IKEA Sleep Podcast, will return to 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 Australia’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.

Ryan Burman, country commercial activity leader for IKEA Australia, says the retailer is looking forward to bringing Australians the "least exciting" TV channel ever.

“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," Ryan Burman, country commercial activity leader for IKEA Australia says.

“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 12 September to Thursday 26 September. 

IKEA Australia recently appointed CHE Proximity to its creative account after working with The Monkeys since 2010.

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