IKEA hired actors to go to different parts of the city (subway trains, buses, street cars, commuter trains etc.) and literally "go to sleep" - complete with sleep masks, pillows and a blanket that explained why they were so tired ("I'd sleep better at night if I had an IKEA mattress"). It also directed them to the website where they could find out more about sleeping better and get more info about IKEA mattresses.

Sales in Toronto increased immediately. In fact, in the first week after the “sleepers” appeared IKEA sold 200% more mattresses than in the entire month from the year before. The “sleepers” earned over 400.000 PR impressions, contributing to a 70% increase in top-of-mind awareness for Ikea’s mattresses.