MediaCom Beyond Advertising LA & Tempur-Pedic ask couples to recall their first time
The innuendo filled comedic campaign uncovers the memorable details| March 22nd, 2016
Do you remember your first time?
In late 2015 Tempur-Pedic challenged MediaCom Beyond Advertising (MBA) to answer a question; “How do we get non-Tempur owners to understand the life changing benefits that Tempur owners are bragging about?”
MBA knew we needed to appeal to something this new audience could relate to equally as much as current owners. So we investigated the difference this mattress made in people’s lives discovering that from the very first night it changed them. Then we thought if this moment changed them so much how can we relate it metaphorically to another moment that changed our lives?
Well, we all remember our “First Time” ; )
Our “First Time” was something we looked forward to and will always look back on. Whether it was a night when our parents weren’t home or on our wedding night our “First Time” remains vividly in our mind. With so much anticipation, unknown and nervousness it’s a moment, no matter how it went, that stays with us forever. And we will never be able to shake it. Whether we’ve already done it and loved it or can’t wait to try, our “First Time” is something we all share in common.
But hey we’re talking about mattresses here! Get your mind out of the gutter.
In a comedic style we highlight – even on the first night – how life changing sleeping on a Tempur-Pedic can be. By teasing and attracting viewers with double-entendres from Tempur-Pedic couples we resolve with how transformational just one night of sleeping on a Tempur mattress can be.
The content was created internally by MBA and produced with director Andrew Laurich, this helped MBA develop a distribution strategy that would dial up the P, O & E channels. The team worked closely with the MediaCom planning team to identify and deliver paid partnerships across key partners. Currently the campaign metrics across the social platforms are performing across all brand benchmarks and falling more in-line with that of entertainment activity.
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