Specialty sleep manufacturer Dormeo N.A., headquartered in Plano, Texas, has launched new “infomercials” running two minutes, five minutes and thirty minutes, each, on major cable networks.
According to the company, the TV ads are designed to teach consumers what to look for when searching for a good night’s sleep, while also touting the benefits of the Octaspring mattress.
“We have always invested heavily in our DRTV (direct-response TV) campaigns and because of the growing success of our mattress collections in the United States and our new rebranding strategy, we felt we needed to make an even bigger impact in the DRTV space in 2014,” said Dan Sfeir, Dormeo chief marketing officer. “Our new TV ads will run continuously week to week on all major national cable channels, increasing our brand awareness immensely and strengthening our commitment to the DRTV space, which is what differentiates us from our competitors. We believe that educating the consumer will create awareness of typical sleep problems and then through our new aggressive television campaign, we can direct shoppers to our product as a solution to those issues. We are confident that investing in this amped up DRTV campaign will drive traffic and sales.”
