COURTS - COME SLEEP WITH US

TitleCOURTS - COME SLEEP WITH US
BrandCOURTS SINGAPORE
Product / ServiceCOURTS
CategoryA06. Retail
EntrantCOURTS SINGAPORE PTE LTD, SINGAPORE
Idea Creation SWEET Singapore, SINGAPORE

Credits

Name Company Position
TOMMY LIM SWEET (SPH) HEAD OF CREATIVE
CHAN YEW SIN SWEET (SPH) OUTDOOR TEAM LEAD
TAMMY HUANG SWEET (SPH) SENIOR DESIGNER
STEVEN KHAW SWEET (SPH) SENIOR DESIGNER
MICHELLE TEO SWEET (SPH) ART DIRECTOR
CAROLINE CHEW SWEET (SPH) SENIOR WRITER

The Campaign

With a provocative theme of “Come Sleep With Courts”, the activation created the first-ever mobile bedroom for the public.

The Brief

Media - SGD250,000 (Radio/ Newspaper/ Outdoor) Production - SGD80,000 Total: SGD330,000

Creative Execution

Two see-through trucks were employed, each luxuriusly designed with a modern bedroom. The see-through glass panels showcased of the mattresses and attracted lots of attention, be it stationary or plying the road . Stopping at various public places where our intended audience waslocated, the trucks invited everyone to enjoy a ten-minute nap onboard. Radio DJs added excitement to the event. We strategically chose not to sell any mattresses at the event to make the activation purely experiential.

Describe the success of the promotion with both client and consumer including some quantifiable results

The resposne was overwhelming with some participants literally falling into deep sleep and needed to be woken up. - Up to 500,000 eyeballs were captured for ‘Come Sleep With Courts”. - 60% of those interviewed considered purchasing a new mattress from COURTS after the event. - Received 400+ more likes in client’s Facebook page within 8 hours.

Explain why the method of promotion was most relevant to the product or service

Courts has always been known more for its home appliances as well as consumer electronics products. However, not many know that Courts also provides a wide range of mattresses to suit every need. In a move to create more awareness, Courts embarked on its first-ever activation campaign to bring its mattress to Singaporeans and drive footfall to its retail outlets.

Singaporeans are mostly trapped in a rat-race, with overactive minds resulting from overworking. As such, they don’t fall asleep easily. Strategic Influence: Nobody cares about how much you know, until they know how much you care – Theodore Roosevelt Opportunity: Courts showed that it cares by offering the solution to better sleep. Key Idea: If the people are not sleeping with us, go out there and sleep with them!

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