The campaign by Innocean Worldwide is aimed at putting the sales into overdrive in the monsoon months
BestMediaInfo Bureau | Delhi | July 16, 2012
Sleepwell, a leading brand of PUF mattresses, is on an aggressive sales and brand building mission. It has spotted an opportunity in the monsoon months to push its sales into overdrive along with consumer preference through its exchange scheme.
The mainstay of this effort is the TVC which takes the category inertia head on from a consumers’ perspective. It prompts consumers with tell-tale signs which indicate that the time is ripe to change the mattress.
Manoj Sharma, Marketing Head, Sleepwell, commented, “Ours is an exchange scheme with a difference. The communication puts the health benefits upfront as the primary motivation for changing or exchanging a mattress and the freebies along with the sweepstakes become deal closers at the point of sale.”
The campaign, done by Innocean Worldwide, uses TV, print, radio and igital media to drive eyeballs. The film features a distraught lady of the house complaining about lack of sleep due to a loose and smelly mattress to a friend over the phone much to her husband’s dismay. In a comedy of errors which follows, the lady discloses that she is looking to merely exchange her old mattress with a Sleepwell one.
George Koshy, Senior Creative Director at 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 catalyst, 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. Interestingly, to reflect the consumer space reality we have shown the woman as the lead protagonist and in control.”
The response so far has been very encouraging and has led to a substantial increase in footfalls in the initial fortnight of the campaign itself. The overall market for mattresses in India is estimated to be in the vicinity of Rs 5,500-6000 crore of which the branded ones account for Rs 1,500 crore. Sleepwell is the flagship brand of the Sheela Foam Group which is the market leader.
Client: Manoj Sharma, Marketing Head, Sleepwell
Agency: Innocean Worldwide
Creative Team: Allen Charles, Sr. Copywriter; George Koshy, Sr. 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