Springwel Sleep Exchange   Leave a comment

Come April, every mattress company announces an exchange program; trade in your old mattress for a discount on a new one.

But, we also realised that our client, Springwel, had another problem -lousy brand recall, despite it being India’s third-largest mattress company. Worse, those who did confused the brand with Sleepwel, a much larger brand.

Instead of a humdrum sales promotion, we decided to make this an integrated brand-building exercise. And, what better way could we make Springwel socially relevant than to tie it with a cause?

It’s a campaign I felt proud to do, because it opened my eyes to a problem we all take for granted – people huddled on the streets at night, in all kinds of weather, at the mercy of both the cops and the underworld.  Given the sales the campaign generated, I’d say that a lot of people are sleeping better at night.



Posted September 24, 2012 by roadragas in Uncategorized

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