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 get more info about IKEA mattresses, check stock of local stores and purchase mattresses online.

Consumers all over Canada's biggest market got something to smile (and tell their colleagues) about courtesy of IKEA. Sales in Toronto increased immediately. In fact, in the first week after the "sleepers" promotion, 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.