The Client’s Nightmare: People only think of a mattress when they are getting married, having kids or when their current mattress is no longer comfortable.

The Target’s Nightmare: Many children are afraid of bedtime, because more than one monster appears to frighten them. Many parents have a hard time convincing their children to go to bed, thus not being able to sleep themselves.

The Solution: Dormimundo, Mexico’s biggest chain of mattress retail stores created The Monster Wrecker, a Tablet application that combines children’s bedtime stories, games and interaction to let kids transform their monstrous nightmares into sweet dreams, through the powers of a character from a tale.

1. Kids pick a character

2. Then, they draw the monster they’re afraid of

3. Parents read to them a bedtime story based on their character

4. At the end of the story, kids use the chosen character to fight their drawn monster to wreck it, turning the monster into a sweet trophy

5. Finally, a post on mom or dad’s facebook tells friends they just read a bedtime story with their kids and that they wrecked their monster to sleep better.

Each character is a different story. The story itself changes every time you read it, and once a month a different character will be added to choose from.

This way, going to bed won’t be scary thanks to Dormimundo, the sleep specialists, and parents will have the brand on their heads every time their kids go to bed.

The Results: Dormimundo was thrilled to have this app because they were able to enter into a parent-kid key moment before bedtime and also because, as a brand, they became relevant by helping parents and their kids virtually destroy all things that go bump in the night.

Mattresses, as any other durable good, are hard to maintain in people’s minds. And if you add the fact that e-commerce, specifically of durable goods, is not popular in Mexico, you get a big challenge.

But dreams are interesting to anyone. Being able to actually see a dream visually drawn is even more relevant. By giving users this digital experience of a personalized illustrated dream and linking them to personalized recommendations of mattresses through a wizard, we developed an excellent way to drive them to the e-commerce site. Plus, the pillowcases promotion drove participation and viralization of the message.

Up to now we have received 1,557 written dreams, we have illustrated 840 of them, sent 40 pillowcases with printed personalized dreams and had 5,346 visits to Dormimundo’s e-commerce website.