40-DAY BED-IN by Sra Rushmore for Flex

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40-DAY BED-IN

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Industry Household maintenance & pet products, Home Furniture
Media Promo & PR, Case study
Market Spain
Agency Sra Rushmore
Creative Director Eduardo De La Herran
Art Director Jesus Morilla, Domingo De La Villa
Producer Miguel Angel Fernandez
Account Supervisor Ana Herrero
Released March 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: FLEX
Product/Service: MATTRESS
Agency: SRA RUSHMORE
Date of First Appearance: Mar 30 2011
Entrant Company: SRA RUSHMORE, Madrid, SPAIN
Entry URL: http://doloresgoodman.com/festivals/2011/flex/english
Creative Director/Copywriter: Carlos Alija (Sra Rushmore)
Creative Director: Eduardo de la Herrán (Sra Rushmore)
Art Director: Jesús Morilla (Sra Rushmore)
Art Director: Domingo de la Villa (Sra Rushmore)
Creative Program: Juan Carlos Alonso (Sra Rushmore)
Account Manager: Clemente Manzano (Sra Rushmore)
Account Supervisor: Ana Herrero (Sra Rushmore)
Account Executive: Ana Calderon (Sra Rushmore)
Planner Director: Laura Sampedro (Sra Rushmore)
Planner: Julia Lee (Sra Rushmore)
Production Company: (User T38)
Photography: Marc Gomez del Moral
Producer: Miguel Angel Fernandez
Post Production Company: (User T38)
Sound: Aitor Berenguer (Menos 12 DB)
Music: (UKE)
Media placement: TV - ANTENA 3, LA SEXTA, CANALES TDT - 30/03/2011
Media placement: ONLINE - INTERNET - 30/03/2011

Insights, Strategy & the Idea
Flex wanted to launch WellnessBioceramics, a new mattress full of beneficial, but hard-to-explain, properties. We needed to put the digital media to a novel use in order to attract and, above all, hold our public’s attention, to give us enough time to explain the concepts. To reach these objectives, we needed to make a surprising claim, that would have the effect of a news item. "The first mattress to do you more good the more you use it". But, these days, it is not enough just to make claims. We had to prove it was true by putting it to the test. We needed a challenge.

Creative Execution
A real confinement to bed, or “bed-in”, lasting 40 days, in which two real activists, Ivan (an eco designer) and Camy (a yoga teacher) would spend most of their time on our mattress, in support of the principles of the so-called “Slow Movement”. A bed-in broadcast live, via streaming, 24/7, from our website, continuously generating content with performances, get-togethers, interviews, etc.

Our website, a blog, Twitter, Facebook and a minimal support on TV were the media used to obtain the maximum awareness and circulation of the campaign with the lowest possible media spend.

The key to the response obtained was to turn the media themselves, both off and online, into co-stars of the action by inviting journalists, writers, sociologists, etc. to take an active role, which they would subsequently report on or write about in their blogs, TV or radio programmes, press articles, etc.

Results and Effectiveness
From the first day, hundreds of media reported on the challenge that aroused such curiosity: the free buzz generated practically equalled the media investment.
More than 400,000 visitors dropped in on our confinement on the Internet. But best of all was that this creative use of the digital media got each user to spend an average of 4 minutes interacting, four times the usual time spread in a digital advertising action. No prize draws, no free gifts, just out of pure interest. And there, they all discovered naturally the mattress that made the stars’ lives easier.

In six weeks, Wellness Bioceramics mattresses accounted for 15% of Flex sales to selected distributors, tripling the initial objective.