Situation Analysis

Beautyrest Brand is the #2 selling mattress company in the U.S. but, like most retail brands, lacks brand awareness, especially among Millennials. Competition is fierce, with disruptor brands investing heavily in experiential marketing efforts, touting themselves as "cute" and "convenient."

The challenge to the agency: shift the way media and consumers talk about sleep and show how high-quality sleep can fuel human potential, while educating consumers on Beautyrest innovations and technologies that are 150 years in the making.

The target is forward thinking and constantly seeking new and personalized experiences. At the same time, they are craving better sleep and looking for ways to squeeze it in despite their "always on" lifestyles. A brand survey proved 73 percent of the American workforce would give up a portion of their salary to get a good night's sleep.

In partnership with renowned composer Max Richter and Universal Music Group, the Agency designed Beautyrest Presents: Max Richter's SLEEP, which made its North American debut at SXSW in Austin. The personalized experience – coupled with the engaged, curious and influential audience – was a strategic opportunity for Beautyrest's presence to be totally organic…and sleep conversations welcomed.