Purple

Purple

Category

360 Campaign

Copywriter

Olivia Wagner

Challenge

Create a campaign for Purple mattresses based on the insight that you spend ⅓ of your life asleep. Your lack of quality sleep affects those around you. Whether you’re a tired grump or feeling the ache from sleeping on a terrible mattress, let’s face it, you’re not fun to be around.

Concept

Purple wants to make the world a better place. For us, that means fewer people waking up on the wrong side of the bed. With Purple, you’ll never wake up on the wrong side of the bed again.

out of home

Purple shows however or wherever you put your head, it doesn't matter. Because with purple, you’ll always wake up the right way.

stunt

When you sleep on a purple mattress you always wake up in the right mood. The benefits of that will be felt when people are awake going about their day so we will make a habit of turning the right sides of things Purple.

social

Purple asks consumers to expose their loved ones and enter them into a giveaway for non-morning people, people who constantly wake up on the wrong side of the bed.

Purple will send each submission a direct mail promotion letting them know someone's exposed them for being grumpy in the mornings and they didn't know how else to tell them.

Experimental

Purple Mattress Challenges Its Competitors To A Sleep-Off.

We are so confident that people are going to sleep longer on our mattress that we are going to do an actual Sleep-off. We want the world to watch as we gently crush our competition with our soft, luxurious mattress.

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