Background

Scientific study reveals that humans spend one third of their lives sleeping and in addition, quality sleep is linked to physical and psychological wellbeing as well as a better quality of life. When we probed further through research, and we received even more insight about how a good night&rsquo;s sleep helps make a better person as they wake up refreshed and ready to take on the day (can think clearly, is emotionally stable and productive). Brand Health tracking reports however picked up 2 major dissatisfactions of consumers towards the category.<br /> Mattresses often &ldquo;collapse&rdquo; after a long period of use. Some collapse earlier than others due to poor quality.&nbsp; This collapse/loss of firmness often leads to body aches and pain, thereby negatively affecting health/wellbeing. On an average, they change their mattresses every 7 years hence this purchase decision is not taken lightly.<br /> Buying the right mattress for them is a task. They cant tell one from the other. &ndash; which one is right for my body?

Creative Idea

Create the need for consumer to understand the method of&nbsp; choosing the right mattrass.<br /> &nbsp;<br /> Ensure the use of professional and comical influencers Support the brand massaging with expert opinion that clarifies questions before buying.<br /> Infuse comedy in the communication using an infuse with high affinity to the TGs. Make the message scalable across platform. &nbsp;

Strategy