WHEN WE NEEDED TO HEAR IT MOST, TEMPUR-PEDIC REMINDED US THAT TIME IN BED CAN BE A HEROIC ACT.
As a pioneer within the mattress category, we saw an opportunity for Tempur-Pedic to be one of the first brands to speak directly to people about the value of staying indoors during initial shelter-in-place orders.
While people were feeling insecure about being unproductive, despite having “so much time at home” while social distancing, we wanted to reframe time in bed as a heroic act.
The campaign started with a social post that shared a message of reassurance. As that took off, our team agilely produced a manifesto film leveraging user-generated footage that authentically represented the moment at hand.
In tandem, we supported the healthcare community with new mattresses to honor their tireless work and gift them a good night’s sleep.
Not only did the message resonate with consumers during a period of uncertainty, but while the creative was in market, we saw sales double in comparison to their previous promotional period.
TEMPUR-PEDIC: You’ll change the world if all you do is stay in bed.
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Campaign Concept
Online Video
Out-of-home
Social
Digital