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Casper, the US mattress retailer, has come up with an innovative idea: a campaign which refers to a very topical issue in the form of puzzles. The puzzles are all designed around words for sleep and they are strategically placed on commuter trains where tired travellers ae likely to see them. Puzzles, it is argued, are an appealing format which grab people's attention. The fact that they are about sleep is also of interest since it is a widely discussed topic when you consider reports that one in three adults don't get enough sleep.