Saatchi & Saatchi touches hearts with 'sleep exchange' campaign for Springwel
The campaign asks consumers to exchange their old mattresses for a new Springwel mattress. Springwel has tied up with NGOs running shelters for the homeless to donate the old mattresses to them
Saatchi & Saatchi touches hearts with 'sleep exchange' campaign for Springwel
The campaign asks consumers to exchange their old mattresses for a new Springwel mattress. Springwel has tied up with NGOs running shelters for the homeless to donate the old mattresses to them
BestMediaInfo Bureau | Delhi | July 4, 2012
Following the recent win of Springwel, Saatchi & Saatchi has conceptualised an innovative idea that forces consumers to think not just what they are 'buying' but what they are 'buying into'. The issue at the very heart of consumerism is to make the act of consumption itself a 'force of good'. The act of buying a mattress has been made into an act of good in the new 'Sleep Exchange' idea.
Springwel Mattresses wanted to give potential customers an innovative exchange offer wherein they could exchange their old mattresses for a new one at a discount. The new “sleep exchange” idea fitted well with this requirement adding a touch of compassion to the purchase.
The idea came from the insight that over eight crore Indians are homeless – half of them children. They sleep anywhere they can – on pavements, under flyovers, on railway platforms, at bus stops and on park benches. In partnership with Springwel, the agency decided to galvanise people to do their bit.
The campaign asks consumers to exchange their old mattress for a new Springwel mattress. The brand has tied up with NGOs running shelters for the homeless, and donated the old mattresses to them.
To support the project, the message was spread via social media instead of traditional broadcast media. To begin with, a film was created showing three street children going back to their regular place to sleep after a hard day's work. As they reach the place, they find it littered with garbage. They clean the place and lay newspapers, and pieces of cardboard which act as mattresses, just to have a good night's sleep. Besides this viral video, Team Saatchi has been keeping Facebook users ( informed about on-going activities and uploading actual stories of homeless people and how they reached where they are.
Besides point of purchase, on-ground activities have also been initiated. Using part of the pavement on Marine Drive in Mumbai as a canvas, four artists created a larger-than-life chalk illustration of a homeless kid sleeping on the pavement. In the five hours that it took to complete the illustration, thousands saw, photographed and shared the message via social media. The next 'Street Art' will happen sometime next week.
Team Saatchi is also planning a wall painting project on the same lines next week in Delhi. Also on the anvil is a photography contest-cum-exhibition with the homeless as a theme. This will be open to all, and will be judged by a panel of eminent photojournalists.
“We loved the suggestion of our advertising agency, Saatchi & Saatchi, to donate these old, but serviceable, mattresses to shelters for the homeless, allowing us to repurpose mattress for a larger good,” said Paramjeet Singh, Managing Director, Springwel.
Jaibeer Ahmad, Vice-President, Saatchi & Saatchi, Delhi, said that the idea reflects Saatchi's philosophy of turning brands into 'lovemarks'. “Instead of relying on '-er' (better, thicker, softer) product benefits, Springwel will now be looked upon as a brand that wants to make a difference to the larger community,” he said.
Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi, said, “It was a joy to work with a brave client. They gave us a free hand in almost everything – from conceptualisation to execution. I sincerely hope to do more pathbreaking work for them in future.”
The initiative is being supported by Homeless Project Community of St. Stephen's Hospital. The campaign is being rolled out across India.
The TVC:
Credits:
Agency: Saatchi & Saatchi
Client: Springwel
Chief Creative Officer: Ramanuj Shastry
Creative Team: Ashutosh Karkhanis. Vinod D'Sa, Pradeepkumar Thekkeppat, Imran Khan, Rajesh Minocha, Neharika Awal
Account Management: Jaibeer Ahmad, Naman Vardhan, Binay Mehra
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