IKEA Canada Turns Sleep Murmurs into Mattress Reviews

IKEA Canada has added a refreshingly human touch to mattress marketing by inviting genuine sleep talkers to test their products—literally by talking in their sleep. Named “Sleep Talk Reviews,” the campaign aimed to replace polished testimonials with candid, unfiltered reactions captured during deep sleep. 

The Real Experiment with Real Sleep Talkers
Over two nights, volunteers slept in a staged IKEA showroom in North York, Toronto, lying on models like ÅKREHAMN and VÅGSTRANDA. Hidden microphones and cameras recorded more than 90 hours of sleep talk—think murmurs like “Where’sh the bungee?” and “That’s nice”—which IKEA then turned into authentic “reviews” across radio, social media, Spotify, and outdoor billboards.
 Conceptualised by Rethink Agency, the campaign embodied IKEA’s playful and relatable vibe. Instead of scripted endorsements, these snippets offer raw evidence of comfort—because sleep talking only happens when you’re truly—and deeply—asleep. 

In a market saturated with influencer pitches and AI-generated chatter, IKEA’s campaign stands out by embracing quirky realism. According to marketing leaders from IKEA and Rethink, the blend of authenticity and humour was key: the campaign shows customers—not just tells them—just how “sleepy good” their mattresses really are. 

The Campaign Buzz

Early outcomes suggest strong visibility and buzz in Canada’s market. The ads sparked conversation precisely because they blur the line between endorsements and unforgettable, late-night reality. By transforming subconscious murmurs into persuasive product claims, IKEA Canada underscores its commitment to genuine everyday comfort. 
This inventive mash-up of experiential retail, human honesty, and unconventional testimonials demonstrates a novel way for brands to connect with people—by capturing what they really say when they’ve stopped caring what we hear.

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