Sova – Sov på saken

  • PL: Max Nasiell
  • SK: Boris Lindström
  • Copy: Tess Lundvall
  • AD: Selma Lindén
  • CD: Tuva Boman
  • GM: Naiomi Haebtegiorgis
  • PR: Laura Milenäs

The Company

SOVA wants to reach a new generation of bed buyers: 25–30-year-old first-time
purchasers. This target group is in the middle of a transformative phase – shaping
their future through work, home, relationships, a life filled with both big and small
decisions. On average, adults spend 23 days per year contemplating life choices.
The goal: Make SOVA top-of-mind and the obvious, smart choice for this generation.

Background

SOVA faces competition from one-stop home stores that offer convenience but lack
depth. Unlike these retailers, SOVA stands out as the only brand with certified bed
experts and deep knowledge regarding beds. Their mission? Helping people wake
up refreshed and full of energy – every single day.

Solution

“Sov På Saken” – Sleep on it – is SOVA’s new communication concept. It highlights
the link between the right bed and better decision-making. By showing how good
sleep improves our ability to make thoughtful choices, we reposition SOVA from just

sleep experts to the smart choice for young adults. The message is simple: With
the right bed, you make better decisions.

Our sponsors

Speak Mindfully, Sip Responsibly

Words carry weight – so do our choices. At the State of Words, we encourage conscious communication and conscious consumption. Beverage sales are restricted to guests over 18, and a range of non-alcoholic options will be available – because every participant should feel welcome in the conversation. For more on responsible alcohol habits, visit IQ.se.

We’re excited to let you know that an upcoming event at Berghs will be both photographed and filmed. The content captured will be used for communication and marketing purposes across our channels. If you prefer not to appear in any footage or images, please let a member of our team know on-site. Thank you for helping us share the energy and creativity of Berghs with the world!