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.