Houston-based sleep shop chain Mattress Firm is putting technology in the spotlight in its new marketing campaign, promoting two exclusive mattresses from Serta Simmons Bedding LLC, headquartered in Atlanta.
It also has begun a pilot partnership with online bed brand Purple, which it says features innovative technology.
Titled “Technology to Power Off,” the campaign was unveiled in May at Mattress Firm’s annual leadership conference in Houston. Tech icon Steve Wozniak, co-founder of Apple, joined Ken Murphy, Mattress Firm chief executive officer, onstage during a livestreamed keynote discussion about tech innovations and sleep.
“As a society, we line up for technology that keeps you constantly connected, yet we long for the ability to power off,” said Sicily Dickenson, chief marketing officer of Mattress Firm. “Our partners at SSB continue to produce innovative products at an incredible value that are designed to do just that.”
The two mattresses promoted in the campaign are the Serta iComfort TempTouch and Beautyrest Black Hybrid.
The campaign showcases the mattresses with the same fanfare and techniques that are associated with new technology launches. It features national and local TV, radio and digital advertising. New York-based Droga5 is the creative agency behind the effort.
“Mattress Firm is in constant pursuit of solutions to help Americans sleep better and offer our customers a curated selection of the best sleep products,” Murphy said. “The collaborative partnership between SSB and Mattress Firm brings together renowned industry expertise and creates unparalleled choice and innovative products to help our guests get the best night’s sleep.”
The Serta iComfort TempTouch memory foam mattress offers cooling technology that helps people sleep in cool comfort, the company said in a news release, adding that the Temp-
Activ Technology is a new temperature regulation system that dissipates excess heat while people sleep. The Simmons Beautyrest Black Hybrid mattress combines memory foam with individually wrapped coils supported by triple-stranded Advanced Pocketed Coil Technology, creating a conforming feel with exceptional support, the release said.
Commenting on the campaign, Michael Traub, SSB CEO, said: “Fostering a spirit of collaboration, this partnership brings together the sleep industry’s best in product design and innovation, coupled with Mattress Firm’s national footprint, to bring better sleep to people across the country. Through our shared commitment to our customers, these products ultimately deliver compelling value based on their individual needs and sleeping preferences.”
Commenting on Purple’s partnership with Mattress Firm, Sam Bernards, CEO of Purple, said: “Purple has experienced tremendous success reaching customers online; however, there is an even greater opportunity when you intersect online with offline tactile store experience. Mattress Firm is the largest brick-and-mortar specialty mattress retailer in the country, and they are phenomenal at what they do. A partnership between Purple and Mattress Firm allows each company to do what they do best while reaching new and wider markets. We believe this will allow us to bring comfort to millions of people across the United States.”
Purple’s patented Hyper-Elastic Polymer is engineered for comfort and responds to pressure without making sleepers compromise between soft or firm, the company said in a news release. The mattresses are being sold in select Mattress Firm retail stores.
“The Purple bed offers people something more powerful and unique than any other bed-in-a-box company,” Mattress Firm’s Dickenson said. “The product is backed by proven innovative technology. We’re excited to offer people the opportunity to try a Purple bed and purchase these products in our stores.”