To prove IKEA mattresses are genuinely comfortable, we invited real people to a two-day sleepover event inside a real IKEA store. We carefully wired the store displays for sound, surrounding each bed with a variety of microphones to record every detail of their sleep. Then, they started talking, and we captured every snore, mumble and incoherent word. We then turned these unfiltered, subconscious ramblings into a campaign of official mattress reviews consumers could trust. Because honesty works—even if it's total nonsense.