Innocean creates Sleepwell's mattress exchange campaign

Sleepwell –a leading brand of PUF mattresses in India 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.

 

The Exchange: The mainstay of this effort is the TVC which takes the category inertia head on from a consumers’ perspective. It prompts the consumers with tell tale signs which indicate that the time is ripe to change the mattress. 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 campaign, executed by Innocean Worldwide uses a mix of TV, Print, Radio and Digital media to drive the eyeballs. The film features a distraught lady of the house complaining about lack of sleep due to the loose and smelly mattress to a friend over phone much to her husband’s dismay. In a comedy of errors which follows; the lady reveals that she is looking to merely exchange her old mattress with a Sleepwell one.

 

According to George Koshy, Sr Creative Director at Innocean, “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. 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 foot-falls in the initial fortnight of the campaign itself. The overall market for mattresses in India is estimated to be in the vicinity of Rs 5500-6000 crores of which the branded ones account for Rs 1500 crores. 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 Gr. Manager, Shobhit Mittal , Account Supervisor

Production House : Working i Films – Samir Tiwari

Director : Nishant Goyal