Sealy Posturepedic had owned the hearts and minds of Kiwis with back issues for decades. How could Sleepyhead Chiropractic dethrone the dominant leader in the back-care space from a virtual standing start?
The SMP - ‘Sleepyhead Chiropractic. We’ve got your back’ – helped the creation of e a campaign that went beyond back care and explored themes of friendship, aging, and pushing your body to the limit through two old surfers, Gav and Ken. Aware of each other’s foibles and failings, they have each other’s back. The way they embrace life is only possible because they give their backs the right support every night.
Buying a new bed is a considered purchase and people research for weeks. High reach media (TV) was used to tell the story of our two surfers through a series of uplifting and humorous scenarios, establishing a distinctive territory Sealy could own.
This was extended into paid, earned and owned channels where people were researching to provide an economical way to intercept, measure and refine both media placement and message.
Full sized POS cut-outs of Gav in-store and the chance to win a holiday in Hawaii to surf like ‘the boys’ closed the loop, driving people to act.
And the result…
A 190% lift in range page view. A 240% lift in unique users. A 17% decrease in site bounce rate. An 18% lift in average time spent on the range pages.
And a massive 102.5% lift in sales against an objective of 40%.