Mattress Firm - Junk Sleep
The campaign features dark comedic ads that depict the absurdity of trying to function well on insufficient sleep, presenting humorous but relatable scenarios that make the viewer reconsider their mattress choices.
The standout aspect of this campaign is its unique approach to personifying poor sleep as an "enemy" that needs to be fought against, allowing the brand to connect emotionally with its audience.
The primary audience includes sleep-deprived adults, particularly those in the 25-45 age range, who may be experiencing the effects of poor sleep and are in the market for a new mattress.
TARGET AUDIENCE
About the
Campaign -
The campaign features dark comedic ads that depict the absurdity of trying to function well on insufficient sleep, presenting humorous but relatable scenarios that make the viewer reconsider their mattress choices.
Core Theme of the Campaign -
1. Mattress Firm introduced the term "junk sleep" to highlight sleep quality issues.
2. The campaign uses humor to engage viewers and encourage them to rethink their sleeping habits.
3. It features a variety of ads that portray humorous scenarios of what junk sleep looks like in everyday life.
4. The brand aims to position itself as a solution to sleep problems by offering tailored mattress options.
5. The ads not only entertain but also educate viewers on the importance of a quality mattress for good sleep.
6. The campaign has been integrated across multiple platforms for maximum reach and engagement.
7. By using relatable content, Mattress Firm hopes to foster a community that values quality sleep and health.