The Campaign

The target audience was urban, SEC A and higher end of SEC B having high spending capacity to buy premium priced mattress products, educated, progressive, online and social media savvy and exposed to international trends. The general practice for all marketing communications in Bangladesh around mattress brands are mostly tactical talking about comfort, USPs and price points. There was nothing disruptive. The creative idea was planned around a strong, dual meaning copy line as the flag bearer of the campaign, which would be nothing directly related to the product and aimed to stop the viewer of the ad and to trigger a feeling “what was that”. And to create such an impact, mode or status of a human relationship with a sense of impulsive feel of sexuality was set to be used to draw attention, which would later naturally link to the product.

Creative Execution

Based on the creative idea strategy, a bold, loud copy line was penned – IT’S NOT A ONE NIGHT STAND. At first glance, it indicated a state of a human relationship with sexual undertones. But as the reader was expected to read more from the initial point of interest generated, once the body copy would be read, it would be clear that the copy was talking about a relationship of a user and a mattress. The fact is people don’t buy mattress to sleep on it for one night but rather with an ambition to use it for days, months and years. So it is indeed not a one night stand. The copy line was positioned with an effort to give it natural priority, in the ambience of a bedroom which was created used mostly line art with a real mattress on the bed as the only real thing.

Indication of how successful the outcome was in the market

• Talkability in social media where TG appreciated the campaign and the copy line and product queries increased multifold • Supported to bring in and engage 1000+ (approx) people through mall activation • Strongly supported to achieve engagement of 94,784 (approx) fans through Facebook during the campaign period • Assisted in 50% fan increase of official Facebook Page of EuroAsia during the campaign period