Thu, 20 Sep 2018 15:33:22 GMT
In its first major brand work since it launched in 2010, American luxury mattress company Saatva wants to bring consumers closer to 'Sleep Enlightenment'.
Centred around a two-minute brand anthem piece in which a couple follows a sage 'Sleep Guide' through the many chaotic worlds of mattress buying only to end up in a mattress nirvana of Saatva beds, the campaign aims to position the pioneer online-mattress retailer as the wisest choice in sleep.
The Sleep Guide’s helpful service isn’t just limited to the couple in the video, however. Saatva’s anthem film is surrounded by a series of videos that educate consumers by providing answers to some of the most frequently asked questions shoppers have when looking for a new mattress, like 'what’s the best mattress for back pain?' or 'what are eco-friendly mattresses?' And, when you visit Saatva.com, a sleep guide is there to answer any questions you have in an optional chat window.
The campaign also extends to targeted TV and online videos, digital display, website redesign, paid social, and full page spreads in the New York Times Magazine and Washington Post Magazine.
The campaign is creative agency Preacher’s first piece of work for Saatva. Together, they’re putting the online mattress retailer in a space all its own and driving home the message that in an industry that has convinced consumers that there's a binary choice between the mattress store and bed in a box, Saatva rises above the fray as the elevated choice that combines the best of both worlds and none of the compromises.
“The work is out-of-the-box thinking that is funny, smart, and beautiful,” Saatva Co-Founder Ron Rudzin says. “Thousands of customer reviews have told us that we are at our best when we take the time to educate our customers. This new campaign will go ‘all in’ on that.” Rudzin formed the company with co-founder and CMO Ricky Joshi eight years ago as one of the first online mattress retailers. While they have previously focused on more product-performance marketing, this campaign, Rudzin says, “is the first time customers will see the refined, helpful and friendly personality of the Saatva brand."
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CEO: Ron Rudzin
Audio Mix: TBD Post, Dusty Albertz
Creative Agency: Preacher
Copywriter: Gabe Long
Art Director: Sally Franckowiak
Chief Creative Officer: Rob Baird
Executive Producer: Stacey Higgins
Designer: Anna McCaleb
Business Affairs: Miiko Martin
Chief Strategy Officer: Seth Gaffney
Senior Producer: Shane Smith
Senior Designer: Taryn Kealani
Brand Manager: John Gaglio
Brand Director: Katie Gibson
Senior Strategist: Paola Ortega
Associate Creative Director: Nick Troop, Maxx Delaney
CEO: Krystle Loyland
Production Company: Community Films
Executive Producer: Lizzie Schwartz, Carl Swan
Director: JEAN, Eric Eckelman and Armand Prisco
DOP: Don Davis
Head of Production: Christopher Spanos
Casting: House Casting
Line Producer: Tony Cantale
Music Company: Duotone
Executive Producer: Ross Hopman
Edit Company: Cabin
Editor: Graham Turner
Edit Assistant: Sean Scannell
Producer: Liz Lydecker
Managing Partner: Carl Schilling
Genres: People, Comedy
Categories: Home, BedroomPreacher, Thu, 20 Sep 2018 15:33:22 GMT