To sleep well, you need a bed that suits you perfectly. And how do you bring this idea to life in an unprecedented way? By showing people how great perfect sleep can feel—in an individually customized bed against a breathtaking backdrop.

A TVC introduced the subject. Then we asked our users online how they sleep best. Four were selected—and put into beds customized down to the smallest pillow, located in pretty offbeat places. Whether deep underground or high on a mountain peak, each found the perfect bed.

Overall this year we generated 996.955 visitors to IKEA.de/bedroom, 1.6 billion media contacts, an 26% increase in sales—and, incidentally, led lots of people to the bed that’s right for them.