Sleep is a luxury
With Beautyrest Black, Simmons wanted to break into the profitable, high-end mattress category to compete against brands like Sterns & Foster. three created an old-world aura for the line that stood out from the garish rainbow of colors on the typical showroom floor. Beautyrest Black has been a runaway success for Simmons. Sales have exceeded initial projections by 50% and major retailers continue to come on board.
The New Beautyrest
With the unveiling of a new Pocketed Coil technology, Simmons needed a campaign that would energize the dealer base and drive sales. More than 70% of the independent retailers chose to participate in The Beautyrest National Campaign and Rebate Event for the 2011 Memorial Day holiday. Those who did were rewarded with an average sales increase of 20% more than the prior year's holiday average.
"We smuggled real, live Monarch butterflies to San Francisco for this photo/video shoot.
Don't tell Delta."
Playing tag
With smartphones accounting for more than 30% of the cell phone market, we saw a huge opportunity to leverage tagging apps to deliver an entertaining, informative in-store experience to mattress buyers. But first we had to engage the dealers and help them understand the technology. Using a Microsoft mobile platform, we created the interactive iSPY Scavenger Hunt and rolled it out at the Las Vegas furniture show. Visiting dealers were invited to scan tags spread throughout the showroom. While many left with great prizes, they all left with an appreciation for the technology as it was launched in market to consumers.
