Title | COURTS - COME SLEEP WITH US |
Brand | COURTS SINGAPORE |
Product / Service | COURTS |
Category | A06. Retail |
Entrant | COURTS SINGAPORE PTE LTD, SINGAPORE |
Idea Creation | SWEET Singapore, SINGAPORE |
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 |
With a provocative theme of “Come Sleep With Courts”, the activation created the first-ever mobile bedroom for the public.
Media - SGD250,000 (Radio/ Newspaper/ Outdoor) Production - SGD80,000 Total: SGD330,000
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.
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.
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!