Late Night DM

When IKEA slid into DMs at 1:32 AM to promote better sleep, Durex flipped the script with an expertly crafted, perfectly timed post, and proved the brand “owns the night.” With no media budget, the playful hijack resulted in 26M+ impressions and €1.5M in earned media.

When IKEA messaged “u up?” at 1:32 AM to promote mattresses, Durex spotted a perfectly timed opportunity to hijack the conversation and shift the tone of night from rest to play. The strategy was simple but sharp: mirror the original message and stay in character. By replying with their own 1:32 AM “u up?” same day, same hour, Durex sparked a public exchange that had both brands in playful dialogue by sunrise. No paid spend, no assets—just real-time wit. What began as a DM became a viral conversation that captured global attention. The result? Over 26 million impressions and €1.5 million in earned media, all with zero media budget. The campaign elevated Durex’s brand as the confident provocateur of the night, proving once again that while others promote rest, Durex fuels what keeps people up.