This campaign for IKEA under the motto “Und wie schläfst du?” (And how do you sleep?) focused on the importance of individual sleeping comfort and positioning the furniture house as a partner for good sleep. A TV commercial introduced this topic. Over various online channels, users were then asked how they sleep best. Four of the respondents were selected and invited to sleep in beds located at unusual places, in locations that were customised to meet best their individual answer – be it deep underground, in a forest, high on a cold mountain peak or at the beach.