Mattress Firm launches new campaign
May 19, 2017,
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.
Apple co-founder Steve Wozniak meets with Mattress Firm CEO Ken Murphy after their joint appearance at the Mattress Firm event.
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.
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.
Ken Murphy delivers the kickoff address at Mattress Firm’s annual leadership conference.
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.
Most Viewed Articles
Related Content By Author
Mid-August news features acquisitions, Amazon and avenues of growth
Furniture Retail Solutions
Over the past year, our editorial team has been on the road, studying retail – what's working and what challenges even the most established retailers face. Born from these studies is Furniture Retail Solutions – a multi-part series addressing common problems retailers face. Read our first two articles:
RSA Insights & Intelligence
RSA Insights & Intelligence gives you, the retail sales associates, critical intelligence and insights. We make it easier for you to sell by providing actionable tips and key takeaways you can and should use for every sale. Check out our latest two articles:
* Why buying mattresses online is harder than consumers think
* How RSA can capitalize on the adjustable base boom