IKEA has been promoting its affordable furniture with a variety of approaches, from creating a home cozy space with sofas and bookcases in a subway station to initiating a discussion on who is messier, men or women. The brand is determined to help us enjoy every minute spent at home—in the living room or in the kitchen, in the morning or at night. Now IKEA is rolling out a competition dubbed ‘Snap a Napper’ which is revolving around night time and healthy sleep. The retailer is offering its UK consumers, members of IKEA Family, an opportunity to win a packages of sleeping goods including a bed, a mattress, pillows, a quilt and a quilt cover and more, for just snapping people who have fallen asleep in the daytime in public places.         

Photo: IKEA’s ‘Snap a Napper’ photo competition, www.facebook.com/IKEAUK

“Know someone that tends to doze off when they shouldn’t? Are they more sleeping beast than sleeping beauty? Take a picture and share it with us. You could both win everything you need to sleep like a princess in our exclusive IKEA FAMILY competition,” says the brand. The funny photos of people how are taking a nap are to be uploaded to the IKEA UK Facebook page—to be among the five finalists, an entrant has to collect as many ‘likes’ as possible, the voting is running until April 20. IKEA will select one winner from the five top-rated photos, and provide the napper and the snapper with the ‘full package’ for a perfect sleep, all worth up to £1500 each.

The campaign, developed by Lida, is rolling out on Facebook, which serves as the key platform, and is also promoted via other social media sites such as video-sharing platforms Vimeo and YouTube, with a promotional video, which drives people to the FB page. View the ‘Tired of nodding off?’ spot below.