Campaign details
Brand: DuroflexBrand owner: Duroflex Pvt. Ltd.Agency: McCann WorldgroupMarket: IndiaIndustries: Furnishings & fittingsMedia channels: Online display, Point-of-purchase, in-store, Social media, TelevisionBudget: 5 - 10 million
Executive summary
Duroflex competed against a number of strong mattress brands without the media muscle, presence or saliency to match them. Moreover, consumers considered the category once every 10 years. Consumer insight research helped to understand and redefine a mattress’s role in people’s lives.
The insight was that a bed is not just a comfortable sleep destination, but a comforting sanctuary...