The Brick entered a growing billboard back and forth between IKEA and Sleep Country, using an experimental approach to restate its position as a value leader in the sleep category.

The Brick’s campaign launched on Feb. 28 with billboards near IKEA and Sleep Country locations in select areas around the Greater Toronto Area. The Brick responded to the existing back and forth with a message of its own: “Who dis?”

Rob Jennings, president at The Brick’s digital agency FKA, tells strategy that entering the DM conversation was less about catering to a chronically online demographic than it was an effort to present the brand in an unexpected light. “It is definitely experimental,” Jennings says. “We’re working with our client to keep an eye out for fast, fun marketing opportunities and this is one of those.”

The billboard battle kicked off on Feb. 14 with IKEA’s “u up?” DM campaign, which was followed by Sleep Country’s “Sorry was asleep” ads a week later.

Jonelle Ricketts, head of marketing at IKEA Canada, says the initial campaign taking on a life of its own and expanding through outside brands only enhances IKEA’s visibility.

“We’re enjoying watching the campaign unfold and seeing how it continues to engage people,” Ricketts tells strategy. “For now, we’re happy to sit back and appreciate the creativity and enthusiasm it has sparked.”

Nuno Bamberg, senior VP of brand and marketing for Sleep Country, adds that while he believes the brand interplay “can bring energy to the industry,” he wonders whether continued iterations will eventually be lost on audiences.

“It risks missing the mark – especially for those who haven’t followed the full exchange,” Bamberg tells strategy.