TRIGGER YOUR SENSES
Looking for first aid in sleeping problems and stress relief? Let us introduce you to ‘ASMR’, short for Autonomous Sensory Meridian Response. AMSR has been a well-known term in YouTube land for a while now, but seems to be settling down on the mainstream as IKEA used this phenomenon in their new campaign called IKEA-Oddly.
Let’s start with an explanation about ASMR. You can describe it as a tingling sensation on your skin that usually starts on the scalp, before moving down further down your neck and sometimes upper spine. This sensation can be achieved by listening to soft yet intense sounds, like whispering and tapping nails on a variety of materials. But also more random sounds which may affect one person, but won’t work for the other. That’s why there are various types of sounds that can trigger your ASMR.
So, what’s going on with IKEA? The ad shows us a college dorm fully furnished with IKEA products. In the ad, you can hear a woman’s voice whispering while watching her hands touch, tap, stroke and push products like a duvet cover, hangers and a lamp, to create sound effects that trigger the ASMR feeling.
The driver behind creating an ASMR TV spot was the fact that they wanted the ad to extend into online content. By doing so it matches with our previously explained Inline trend, which combines the on- and offline world with each other. Aside from that it’s also a manifestation of our Sensory Fetishism trend, which is a consumer trend that revolves around products that tickle all your senses and involve multi sensory experiences.
Even though IKEA didn’t work with any well-known ASMR YouTube personalities to create this video, we are convinced that they have conducted their research very well and we are a fan of this relaxing ad. Ready to snooze?! Press play and go! Zzzz