Mattress Firm - Junk Sleep Campaign
Targeting - Individuals of all ages who may be experiencing sleep issues or seeking ways to enhance their sleep quality. The campaign appeals to those who value the importance of good sleep for overall well-being.
Core Theme of the Campaign -
The campaign takes a holistic approach by delving into the specific problems associated with poor sleep, going beyond merely promoting mattresses. It creates a narrative around the concept of "Junk Sleep," making the audience reflect on their sleep quality and consider Mattress Firm as a solution to improve it.
About the
Campaign -
Mattress Firm's "Junk Sleep" campaign addresses the widespread issue of poor sleep habits, aiming to raise awareness about the consequences of inadequate sleep and position Mattress Firm as a solution provider.
Formula applied by the Campaign to elicit customer action -
The campaign emphasizes the detrimental effects of "Junk Sleep" on people's lives, urging them to recognize the importance of quality sleep. Mattress Firm positions itself as a key player in helping individuals achieve better sleep through suitable mattresses and sleep accessories.
Business Title
A Look at
the Campaign
- Concept of Junk Sleep: Introduces the term "Junk Sleep" to describe poor sleep quality.
- Awareness Campaign: Aims to educate the audience about the negative impacts of inadequate sleep on health and daily life.
- Solution-Oriented: Positions Mattress Firm as a provider of quality mattresses and sleep products to combat Junk Sleep.
- Multi-Channel Approach: Utilizes various channels, including advertising, awards, and expansions, to maximize campaign reach.
- Recognition: Receives awards for the impactful and bold nature of the Junk Sleep campaign.
- Brand Expansion: Mattress Firm expands the campaign, indicating its success and positive reception.
- Consumer Engagement: Encourages consumer engagement by fostering discussions around sleep habits and solutions.