Napping on the go? IKEA reimagines its iconic blue bag so you can do just that

With Singapore being ranked the most sleep-deprived country in the world, commuters dozing off on public transport and students napping at library tables are familiar sights. In response, IKEA seeks to become the enabler of rest, positioning itself as an ally supporting Singaporeans in their quest for balance in their lives.

Rather than enforcing bedtimes, its new brand platform embraces a personalised approach to rest that doesn’t get between people and their aspirations. "Leave the rest to IKEA" invites Singaporeans to pursue all their passions while trusting IKEA to provide the rest they need when they finally take a break, it told MARKETING-INTERACTIVE. 

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The RESTEN bag is a reimagination of the iconic blue FRAKTA bag, developed in partnership with creative agency, The Secret Little Agency which has worked with IKEA Singapore since October last year when it was named its lead creative agency of record.

This huggable bag was carefully crafted with ultra comfortable fabrics and stuffing, culminating in a padded design that resembles a pillow, making it the perfect accessory to help Singaporeans find rest on the go, wherever and whenever they need it.

The bag also features a comfortable strap with the words “Leave the rest to IKEA” and is also designed to fit the long list of daily essentials required by the everyday Singaporean, while doubling as a comfortable makeshift pillow that can be used for rest whenever it is needed.

The RESTEN bag will be launched in tandem with the RestFest at IKEA - a three-day event dedicated to all things sleep, rest and relaxation at IKEA.

“We know sleep is important, and rest is a vital yet often overlooked part of Singaporean lives. IKEA has a wide range of well-designed and affordable products to help you get there, and what better way to launch it with our new ‘Leave the rest to IKEA’ year-long campaign that kicks off with our first-ever RestFest and the RESTEN bag," said Caroline Ng, country marketing manager of IKEA Singapore. "It reminds us of our busy lifestyles, the importance of finding opportunities for rest, and that Singaporeans can simply leave the rest to us.”

“With the entire country running on overtime, rest is often sought in unconventional places, and we saw the opportunity to bring comfort to the busy lives of Singaporeans by creating the world’s most 'rest-able' bag for one of the world’s most rest-less countries” added Nicholas Ye and Mavis Neo, chief creative officers, The Secret Little Agency.

Customers can get their hands on the RESTEN bag via a social media contest giveaway hosted on IKEA Singapore’s Instagram Page, and at the RestFest event happening across all IKEA stores from 6 to 8 September 2024.

IKEA Singapore has been known for taking a more humorous and relatable approach in its marketing efforts. Early this month, IKEA jumped on the bandwagon of hyper-localised memes in honor of Singapore's 59th birthday on 9th August with a hilarious social media post. 

In the post, IKEA features its KLIPPAN 2-seater sofa and its GLADOM tray table as well as its STOENSE low-pile rug.

On the left, it shows the items in red and white with the caption, "me on 9 Aug". On the right, it shows the same items, but this time, in yellow, black and blue, some of IKEA's iconic brand colours. 

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