DESS: My mattress savings bank
Agency: VCCP Madrid
In Spain, things got even tougher for DESS, a Spanish mattress manufacturer. Their sales have dramatically decreased over the last few years because fewer and fewer people were considering renewing their old mattresses as it wasn't a priority for anyone during the crisis. As a result, DESS could go out of business if this trend continued.
Therefore, the objectives of the campaign were:
— To increase brand awareness.
— To drive traffic to the point of sale.
— To increase DESS orders by 15%
And most important: to save DESS business… but with a very limited investment!
Due to the critical situation of the Spanish economy, 83% of Spanish people didn't believe it was a good time to buy anything that wasn't essential or absolutely needed. So, fewer and fewer people were considering to renew their old mattresses.