OBJECTIVES

• To raise awareness of quality sleep for a healthy lifestyle
• To increase brand awareness of COURTS' wide range of over 900 mattresses available at their stores

EXECUTION

For four days in October, SPH Integrated Marketing equipped custom COURTS recharge pods with ultra-comfortable mattresses and asked Singaporeans to “Come Sleep with COURTS”.

The trucks were styled in a comfortable room setting and accompanied by soothing aromatherapy, warm tea and a headset playing relaxing tunes.

The mobile bedrooms then travelled to MapleTree Business Park in Pasir Panjang, Ocean Financial Centre in Raffles Place, Ang Mo Kio Hub, as well as heartland and neighbourhood towns and shopping districts.

More than 12 people fell asleep on the pod hourly, as they eagerly hopped onto the bed to burrow under the comforters and catch forty winks.

With SPH being the media partner of COURTS, a strategic combination of SPH print, digital, radio and outdoor platforms were use to boost awareness of the creatively-designed recharge pods:

• Print: Advertisements on The Straits Times, Lianhe Wanbao and Berita Harian were used to generate hype and buzz towards the outdoor activation
• Digital: Electronic direct mailers (EDM) were tapped to reach out to specific target audience for the event
• Radio: Open talk sessions were held on Kiss92 to reach out to the younger audiences

RESULTS

The result for the campaign speaks for itself. Over the 8 hours event activation, the campaign received hundreds of likes on social media, and more than 100 people fell soundly on the recharge pod.

Everywhere the recharge pods went, phones and cameras were whipped out to take photos of the novel sight - up to 500,000 eyeballs were captured! As for the participants who took a nap on the recharge pods, 60 per cent of them considered purchasing a new mattress from COURTS after the event.

With the unique experience to spot and try out the recharge pod, the campaign received 400+ more likes in client's Facebook page within 8 hours.