Mattress brand Sleepwell is battling category inertia and a traditionally low monsoon season with an exchange offer. Communicating this is a TVC created by Innocean Worldwide, which went on air this July. Running up to August, the pan-India campaign on television will be supported by newspaper, magazine, radio and internet ads.
According to the agency, the idea was to make consumers realise the health benefits of a good mattress. The incentive comes in the form of a 10 per cent discount in exchange for an old mattress provided by the consumer, and to be part of a lucky draw to win prizes including cars, laptops, mobile phones and more.
Manoj Sharma Marketing Head – Sleepwell, said, “Ours is an exchange scheme with a difference. Herein the communication puts the health benefits upfront as the primary motivation for changing or exchanging the mattress and the freebies along with the sweepstakes become deal-closers at the point of sale.”
The film features a lady of the house complaining about the loose and smelly mattress to a friend over phone. She tells her she’s looking for a ‘new one’. Her husband thinks she’s speaking about him, and she has to clarify that it’s the mattress, not him, that she is looking to change. The exchange offer message from Sleepwell follows.
George Koshy, senior creative director, Innocean, said, “The communication challenge was to treat this unlike other offers. We had to keep the rational and health-driven reasons for exchanging an old mattress as the catalysts, and we have been able to achieve the same in ample measure using a special humour code which is a part of the brand’s communication DNA.”
According to the company, the response so far has been ‘very encouraging and has lead to a substantial increase in footfalls’.
The overall market for mattresses in India is estimated to be in the vicinity of Rs 5,500 to 6,000 crores, of which branded mattresses account for Rs 1,500 crores.
Client: Manoj Sharma, Marketing Head, Sleepwell
Agency: Innocean Worldwide
Creative Team: Allen Charles senior copywriter; George Koshy, senior creative director
Account management: Manish Sinha, account director; Mohit Chakraborty, account group manager; Shobhit Mittal, account supervisor
Production House: Working i Films - Samir Tiwari
Director: Nishant Goyal