iProspect has achieved exceptional recognition at this year's Campaign Media Awards, winning two category awards for our innovative work with IKEA and Brooklyn Brewery. These prestigious accolades highlight our team's ability to deliver creative, strategic solutions that drive meaningful business results for our clients, truly exemplifying our Brands Accelerated promise.
IKEA 'Sleep' Campaign Wins Retail Category Following Impressive Sales Growth
Our work for IKEA's 'Sleep' campaign took home the Retail - Online & Offline category award, recognising our strategic approach to growing IKEA's share of the competitive mattress market.
The campaign addressed a core challenge: strengthening the association between IKEA and quality sleep in consumers' minds. Our research identified media consumption as the most common reason people struggle to get adequate sleep, leading to our innovative strategy of "hacking" the very media landscape that was part of the problem.
Innovative Multi-Channel Sleep Strategy Delivers Results
The campaign featured several groundbreaking elements:
- Prime-time continuity announcement hacks on ITV around popular shows like The Voice UK, cleverly playing on the choice between continuing to watch TV or going to bed on an IKEA mattress
- "The Podcast that Nobody Finished", in partnership with Acast, was specifically designed to make listeners fall asleep while subtly promoting IKEA's mattress quality
- Targeted formats across Meta, TikTok, YouTube, and Activision's mobile gaming network, specifically during bedtime hours.
IKEA Campaign Drives Strong Search and Sales Growth
The strategy delivered standout results, with a significant uplift in searches for "IKEA mattress" and a notable increase in mattress sales throughout the campaign period. The results demonstrate how iProspect builds brands with a performance mindset, using data-driven insight to supercharge media planning and placements.
Brooklyn Brewery's 'Kojey Block Party' Wins Alcoholic Drinks Category
Our second win came in the Alcoholic Drinks category for Brooklyn Brewery's 'Kojey Block Party' campaign, which successfully built brand awareness and community engagement for this American craft beer brand in the UK market.
Kojey Radical Partnership Creates Authentic Cultural Exchange
The campaign centred on celebrating Brooklyn's iconic block party culture in a way that would resonate with UK audiences. By partnering with Channel 4 and enlisting British hip-hop artist Kojey Radical, we created an authentic bridge between Brooklyn's heritage and UK culture.
Comprehensive Channel 4 Ecosystem Approach
The campaign fully leveraged Channel 4's extensive media ecosystem:
- A content series distributed across Channel 4's YouTube, Instagram, Facebook, and streaming platform
- Custom social assets to amplify campaign reach and engagement
- A real-world block party experience that brought Brooklyn's party culture directly to UK audiences.
Brooklyn Brewery Campaign Reaches 15.9M People with 53% Brand Awareness Increase.
The campaign reached 15.9 million people and increased prompted brand awareness by an impressive 53%, establishing Brooklyn Brewery as a brand with authentic cultural credentials in the UK market.
iProspect's Collaborative Approach Delivers Award-Winning Results
Both award-winning campaigns showcase iProspect's commitment to collaboration vs. collaborative partnerships with clients, media owners, and cultural figures to create campaigns that resonate with audiences.
Our strategic approach to media placement, content creation, and platform selection demonstrates our understanding of how to create meaningful connections between brands and consumers in today's complex media landscape.
iProspect Continues to Lead in Innovative Media Strategy and Execution
These Campaign Media Awards victories reinforce iProspect's position at the forefront of innovative media strategy and execution. We remain committed to pushing boundaries, forming strategic partnerships, and delivering exceptional results for our clients across all sectors.
The success of these campaigns demonstrates how our Brands Accelerated approach delivers tangible growth for our clients through consumer-led media excellence, using data to find the sweet spot between people and brands.
We extend our thanks to IKEA and Brooklyn Brewery for their trust and collaboration, as well as to our media partners who helped bring these award-winning campaigns to life.
You can take a look at the complete list of winners here.
