Brand Launch: The Sleep Company
OBJECTIVE
The Sleep Company is a new age mattress brand which has revolutionised the sleep and mattress industry with its 1st and only patented SMART Grid Technology. So, the brief was now to take the brand to the next level with a social first campaign with Anil Kapoor as the brand ambassador. Along with this objective, in parallel the aim was to also use this campaign to set the tone and ensure we had captured enough share of voice across the landscape to ensure the brand’s momentum is at its peak before the festive season (Diwali) kicks in.
EXECUTION
With a series of teaser promotions that drew parallel to AK’s historic performances in past movies we started garnering traction online. At the same time, we kickstarted the countdown to AK being in the grid. This was followed by a string of engagement posts and asked questions to people about the video that was launched, bolstering our momentum even more.
