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. TVCM and OOH explained that a better day comes after a better sleep. A mobile unit , we offered hints to get good quality sleep by having people try IKEA's products.

The number of blogs about the campaign increased by 160% versus the goal. The number of visitors to IKEA's website also increased by 30%.TV, newspapers, radio and web made this sleeping comfort campaign a major story.