The idea was to create a new job: pillow tester—literally, a dream job. However, "dream job" has become a cliché in the Portuguese press, and that type of promotion is increasingly seen as overly commercial and, consequently, insufficient to convince decision-makers. Corpcom's concept was to subvert the "dream job" idea and, just like any other job opening in Portugal, post the pillow tester position on major job boards, right alongside the usual ads for plumbers or housekeepers. Inevitably, driven by curiosity, a journalist would have to contact Koala Rest about this unusual job, and after that initial discovery, Corpcom could pursue an organic outreach strategy.,