With every mattress manufacturer having almost the same thing to say about their mattresses, it was no surprise that all the mattress communications said invariably the same thing. Albeit, in different ways. Clutter breaking and new, fresh and unspoiled were the keywords here. And it seemed after endless bouts of brainstorming and thinking, that the advertising for Godrej Mattresses ought to take another route. An unbeaten path perhaps? Or maybe just simply a route no one had ever thought of before.
The groundbreaking idea we came up with for Godrej Mattresses was to own the property of SLEEP. Surprisingly enough, no one had, yet. What better way to own and dictate a market than to possess and rule the very criterion that pushes people to buy mattresses! For this we went all out and devised a nationwide activity with a series of events for our target audience, that would allow us to completely own this property. This burst of widespread activity resulted in a nationwide exercise that became famous as Sleep@10. People were engaged online, through ads, participatory online gimmicks and events, on phone through whatsapp, by email, at malls, in their building societies, at their workplaces, on the streets - literally everywhere.
With celebrities being looped into the activity, famous sleep-expert medical practitioners endorsing and explaining the intricacies of sleep, visible participation on air, in print, on TV online and more, the campaign for sleep@10 has been and continues to be a huge success with millions of hits online. Mainly it has built up the idea in the consumers’ minds that Godrej Interio is concerned about their well-being and sleep status and is going all out to make sure that this generation is not ravaged by the many issues that afflict those whose sleep habits are less than ideal. So much, so that when it finally boils down to the choice of mattress, the consumer tends to go with the most expert-seeming manufacturer - now Godrej Mattresses.