80% of Japanese people are not satisfied with their sleep. Mainly because most of them experience very poor quality sleep.IKEA wanted to persuade Japanese consumers to improve their satisfaction by using the "right" pillows, quilts, and mattresses.Under the campaign theme, "Better Sleep Better Tomorrow,"IKEA explained that a good quality sleep was vital for a better tomorrow and for a better future of Japan. In TV commercial, IKEA emphasized the importance of having a good quality sleep by showing the difference between people who slept well and those who did not.