Mattress Firm is developing a marketing campaign to differentiate itself from competitors and claim the category leadership position. The campaign will target women ages 35-64 with household incomes over $50,000. Research found that sleep is essential for health, wellness and productivity. The campaign's insight is that sleep is the best exercise for busy women to stay healthy. The campaign, called "Sharing the Secret," will position sleep as equally important as physical exercise through a gym takeover converting it to a mattress store, a celebrity-hosted web series on health secrets, and "Celebrate Sleep" events in major cities.
2. Challenge
Identify a differentiated position Mattress Firm can
own and communicate to truly distance itself from its
many competitors to claim the spot of category leader
in consumer’s minds.
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3. Parameters
• Target Market: Women, age 35-64 with household
incomes of $50,000+
• Geography: National
• Budget: $20 Million ($18MM Media, $2MM Creative)
• Creative Aspects: Slogan and color scheme cannot be
modified
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5. Research – Primary
Interviews
• Carl knew he needed better back support. He loves “the idea
of a test for pressure points to see how you sleep and give
you options.” (Carl, Sacramento, CA)
• “It is a place where I can unwind, relax, meditate and watch
television. Safe-haven. Me time.” (Adriana, Dallas, TX)
• Shannon is concerned about figuring out the best mattress
choice for her back pain. (Shannon, Sacramento, CA)
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6. Research – Recondary
Research
• 80% of our demographic is always looking for new ways to live a
healthier life. (MRI, 2014 GfK Doublebase)
• 63% of our demographic agreed with the statement, “I follow a
regular exercise routine.” (MRI, 2014 GfK Doublebase)
• 89% of our demographic tries to eat healthy and pay attention to
their nutrition. (MRI, 2014 GfK Doublebase)
• “The study suggests that poor sleep […] may have more serious
health consequences for women than for men.” (Brain, Behavior
and Immunity, Duke University Medical Center)
• Respondents agreed that sleep is an essential factor in work
productivity, overall energy, and physical and mental agility. (Better
Sleep Council via BedTimes Magazine)
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7. Insight
Sleep is the best exercise for the busy
mom and everyday woman to stay healthy and fit.
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9. Spreading the Secret
Gym Takeover
Description: Elevating sleep to be as important as physical exercise as a
means to stay healthy by taking over a gym and converting it into a
mattress store.
Big Idea Tactics:
• To launch the idea or “sharing the secret” campaign.
• Partnership with Curves to convert gym to MF store front.
• Keep one mattress inside of each Curves location following the
Takeover.
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13. Jillian MichaelsGiada de LaurentiisMichael Strahan
Web-Series
Celebrities
Event: Gym Takeover, Web
Series, Screening
Bio: TV personality, known as
one of the nation’s leading
health and wellness experts.
Event: Gym Takeover, Web
Series, Screening
Bio: Her cooking show,
"Everyday Italian," featured
quick, healthy and satisfying
Italian dishes. She can also be
seen on Food Network specials.
Her new series, "Giada at
Home“ is currently in
production.
Event: Web Series, Screening
(Interviewer/Host)
Bio: Strahan is a Super Bowl
Champion, sports broadcaster
for "Fox NFL Sunday” and the
host of top-rated morning talk
show, "LIVE with Kelly and
Michael.”
16. Spreading the Secret
Reaction Video – Storyboard
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Curves member arrives at the
location.
She walks in and is immediately
surprised by what she sees.
Rather than seeing gym equipment,
she sees only mattresses.
She is then greeted by fitness celebrity, Jillian
Michaels informing members of the Mattress
Firm Secret.
[Close with logo]
20. Description: A web-series featuring celebrities “sharing their secrets”
on different topics related to health and wellness.
Big Idea Tactics:
• 12-20 interviews with the featured guests by a central interviewer.
• Partnerships with fitness/health gurus, celebrities and athletes.
• Hosted by Michael Strahan.
Web-Series
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21. Jillian MichaelsGiada de LaurentiisMichael Strahan
Web-Series
Celebrities
Event: Gym Takeover, Web
Series, Screening
Bio: TV personality, known as
one of the nation’s leading
health and wellness experts.
Event: Gym Takeover, Web
Series, Screening
Bio: Her cooking show,
"Everyday Italian," featured
quick, healthy and satisfying
Italian dishes. She can also be
seen on Food Network specials.
Her new series, "Giada at
Home“ is currently in
production.
Event: Web Series, Screening
(Interviewer/Host)
Bio: Strahan is a Super Bowl
Champion, sports broadcaster
for "Fox NFL Sunday” and the
host of top-rated morning talk
show, "LIVE with Kelly and
Michael.”
22. Bob Harper
Event: Web Series,
Screening
Bio: Bob Harper is a health
and fitness expert, TV star,
and three-time #1 New
York Times best-selling
author.
Tim Tebow
Event: Web Series,
Screening
Bio: TV personality,
businesswoman, celebrity
cook and author. She is
the host of the show
Rachael Ray and three
other Food Network
series.
Rachael Ray
Web-Series
Celebrities
Event: Web Series, Screening
Bio: Tebow is a football
quarterback for the Philadelphia
Eagles; receives considerable
press attention for tremendous
acts of charity in the community.
24. Amplifying the Secret
Celebrate Sleep
Description: A social event hosted by Mattress Firm in Houston, Texas
and Chicago, Illinois featuring a celebration of sleep that incorporates
health and fitness.
Big Idea Tactics:
• Local, outdoor venue that is perceived as family-friendly.
• Multiple stages related to sleep, health and fitness.
• Booths set up by fitness and health companies as well as local
restaurants.
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25. Jillian Michaels
Event: Gym Takeover, Web Series,
Screening
Bio: TV personality, known for and
one of the nation’s leading health and
wellness experts.
Why?: One of the most inspiring
people on television for her role as
trainer, wellness expert and life coach
on her hit TV shows and regular TV
appearances.
Event: Gym Takeover, Web Series,
Screening
Bio: Her cooking show, "Everyday
Italian," featured quick, healthy and
satisfying Italian dishes. She can also be
seen in Food Network specials. She is
now in production on her new series,
"Giada at Home.”
Why?: With thousands of recipes that
help women come up with cooking
ideas, she is relatable to our demo, she
doesn’t see herself as a professional
chef.
Event: Web Series, Screening
(Interviewer/Host)
Bio: Strahan is a Super Bowl Champion,
sports broadcaster for "Fox NFL Sunday”
and the host of top-rated morning talk
show "LIVE with Kelly and Michael.”
Why?: He has a natural affinity for
people and an effortless ease in front of
the camera. His determination,
leadership, experience and humor
connect with our demographic.
Giada de Laurentiis Michael Strahan
Amplifying the Secret
Celebrities
26. Bob Harper
Event: Web Series, Screening
Bio: Bob Harper is a health and
fitness expert, TV star, and three-
time #1 New York Times best-
selling author.
Why: He is one of the most
successful lifestyle experts in the
world, and he is well known for
starring on “The Biggest Loser,”
which was a very popular show
within our demographic.
Event: Web Series, Screening
Bio: Tebow is a football quarterback for
the Philadelphia Eagles; receives
considerable press attention for
tremendous acts of charity in the
community.
Why: He is a well-known NFL figure and
a hard working athlete, but he also acts
as a good role model.
Tim Tebow
Event: Web Series, Screening
Bio: TV personality,
businesswoman, celebrity cook
and author. She is the host of the
show Rachael Ray, and three
other Food Network series.
Why: With thousands of recipes
that help women come up with
cooking ideas, she is relatable to
our demo, she doesn’t see herself
as a professional chef.
Rachael Ray
Amplifying the Secret
Celebrities
39. Amplifying the Secret
Experiential Media
Digital Kiosks: We will place 3-4 kiosks in the city of Chicago and
Houston. Players will have the opportunity to participate in interactive
games and race against opponents in the other city.
• 3 digital games on rotation
• Complete a puzzle to uncover the secret.
• Reveal the secret through Hangman.
• Pair the mattresses with the matching color.
• Houston Locations: Galleria, Memorial City Mall and City Centre.
• Chicago Locations: Water Tower, Oakbrook Center and Westfield
Shopping Town.
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42. Amplifying the Secret
Event Tickets
VIP TICKETS:
• Call in to local radio DJ (20%).
• Sign up for event (50%).
• Like, comment or share MF post on FB (20%).
• Take a selfie with the cutouts in-store (10%).
GA TICKETS:
• Sign up for event.
• Compete and win the games on digital kiosk.
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43. Microsite
Description: A microsite featuring the web-series and Celebrate Sleep
event information, signup and live stream of the event.
Big Idea Tactics:
• Information related to the Celebrate Sleep event (location, time
and schedule).
• Login and sign up feature for the event.
• Web-series.
Continuing Collaboration
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48. Channel Approach
Sharing the Secret
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Channel Approach
TV
Digital
Radio
• Increasing awareness and reach about the
campaign amongst our demographic through the
most relevant networks.
• Effectively target and engage our audience
through shareable content.
• Utilize trusted platforms to reach at scale.
• Maximizing reach and fostering trust through
local support.
49. Channel Approach
Sharing the Secret
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Channel Approach
Search
Experiential
• Reaching a highly targeted audience.
• Utilizing engaging visuals to increase a local
support and brand recognition.
• Leverage SEO to increase brand awareness.
• Generate buzz and create awareness through
high impact execution.
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