• David Perry

Mattress Firm launches new campaign

WozniakApple co-founder Steve Wozniak meets with Mattress Firm CEO Ken Murphy after their joint appearance at the Mattress Firm event.
HOUSTON — Mattress Firm took a page from the consumer electronics industry’s playbook to create excitement here around its new products from Serta Simmons Bedding.

Emphasizing the “breakthrough mattress technology” in the new SSB beds, Mattress Firm invited tech guru Steve Wozniak to join Mattress Firm CEO Ken Murphy on stage for a discussion about tech innovations and sleep.

Mattress Firm is putting technology at the heart of its new marketing campaign, titled “Technology to Power Off.” That campaign showcases the new Serta iComfort TempTouch and Beautyrest Black Hybrid lines, both exclusive to Mattress Firm.

Wozniak, the co-founder of Apple, joined Murphy on the theater-in-the-round stage at the Marriott Marquis in downtown Houston for a live-streamed keynote discussion.

That keynote address at Mattress Firm’s annual leadership conference, attended by about 1,000 of the company’s employees, kicks off a fully integrated campaign that treats the mattresses with the same fanfare traditionally associated with high-tech product launches, officials said.

The campaign opens a new merchandising chapter at Mattress Firm, which is moving on from long-time brand partnerships with Tempur-Pedic, Stearns & Foster and Sealy, and is now shifting to a new strategic brand partnership with Serta Simmons Bedding.

MurphyKen Murphy delivers the kickoff address at Mattress Firm’s annual leadership conference.
“Mattress Firm is in constant pursuit of solutions to help Americans sleep better and offer our customers a curated selection of the best sleep products,” said Murphy. “The collaborative partnership between SSB and Mattress Firm brings together renowned industry expertise and creates unparalleled choice and innovative products to help our guests get the best night’s sleep.”

Added Michael Traub, SSB’s CEO, who attended the meeting: “Fostering a spirit of collaboration, this partnership brings together the sleep industry’s best in product design and innovation coupled with Mattress Firm’s national footprint to bring better sleep to people across the country. Through our shared commitment to our customers, these products ultimately deliver compelling value based on their individual needs and sleeping preferences.”

“The Technology to Power Off” campaign is featured in Mattress Firm’s advertising for the key Memorial Day holiday, which marks the kickoff of bedding’s peak sales season.

“As a society, we line up for technology that keeps you constantly connected, yet we long for the ability to power off,” said Sicily Dickenson, Mattress Firm’s new chief marketing officer. “Our partners at SSB continue to produce innovative products at an incredible value that are designed to do just that.”

The campaign will feature national and local TV, radio and digital distribution. Droga5 is the creative agency that designed the campaign.

David PerryDavid Perry | Executive Editor, Furniture Today
dperry@furnituretoday.com

Hi, online readers. I'm David Perry, executive editor of Furniture/Today, and the writer on the mattress beat. Get my musings on mattresses on our web site and on my Twitter feed. And let me know what you would like me to write about in the wonderful world of mattresses.

Follow me on Twitter at https://twitter.com/DT_Perry
See my first music video at http://ftbeddingman.com/

VIDEOS

High Point Videos

Scott Brothers at High Point Market with Bill McLoughlin

See our videos from the Spring 2017 High Point Market featuring coverage of the Scott Brothers, Christopher Guy, 3D furniture printing, and our Habitat for Humanity building project. See videos! Video coverage sponsored by AcceptanceNOW.

Digital Edition

Furniture Today Digital Edition

See the digital edition of Furniture/Today, which allows you to flip through the pages, click on any underlined area to visit a website or send an e-mail, search to find content in the magazine, or share pages with your friends. See the latest issue!