The activity, created by iD Experiential, launches on Monday (28 March) with coverage on Absolute Radio's breakfast show.
Swiftcover.com banners are already being erected in Waterloo Station, in anticipation of the experiential event.
The event will feature Little Iggy asleep in a branded bed, which Swiftcover will challenge commuters to get in and attempt to wake him.
They will have the option of having a picture taken with Little Iggy, which will be printed and given to them. It will also be used on the Swiftcover.com Facebook page, .
Absolute Radio breakfast presenter Christian O'Connell will visit Little Iggy at 11am on Monday. Radios will be given to 100 consumers who successfully wake up Little Iggy, and 25 radios will be given out each day for the rest of the week.
Amanda Edwards, marketing manager at Swiftcover.com, said: "We're very excited to be working with iD experiential as this is the perfect platform for us to bring our television campaign to life.
"Giving consumers the opportunity to engage with the iconic Swiftcover bed and little Iggy is something I’m very excited about. We're expecting some pretty wild ways to wake Little Iggy up."
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