Due to the crisis in Spain things got tougher for DeS'S, a Spanish mattress manufacturer. Their sales have dramatically decreased over the last few years.

Nobody in Spain was thinking about buying a mattress. It's not a priority for anyone during the crisis.

We designed a unique and innovative product in response to people's fears and inspired in a universal insight:

THE FIRST MATTRESS WITH A BUILT-IN SAFE!

So you can keep your money close to you and away from the banks.

We called it 'MY MATTRESS SAVINGS BANK' and we launched it through an integrated direct response campaign as if it would be the launch of a new savings bank.

Whilst designing the mattress we took into account every small detail, offering the best security without compromising on comfort.

We created a PR campaign that generated buzz (more than 8 million euros in earn media across the world).

Our mattress could be bought through the 'My Mattress Savings Bank' website and also in all DeS'S retail stores, which were re-branded as bank branches.

The objective of the campaign was to increase the orders a 15% developing a PR campaign...

...with 0 euros for paid media!

- Press and TV coverage in 74 countries

- Over 8 million euros in earned media

- DeS'S orders increased by 836%

DES'S have received offers to distribute this new product in countries such us Argentina, Chile, Mexico, Cyprus, Greece, Russia and UK.

They are negotiating with two international safe companies that want to start doing the opposite: to sell the safe with a mattress.

The fact that the product was launched during the collapse of the Cyprus banks helped us to be in the news across the world (e.g. Time, The Guardian, NPR, Al Jazeera, WSJ, Yahoo News, El Mundo, La Reppublica, etc.).

There is something relevant to the case and it is the story behind Paco Santos, the owner of DESS (who in our campaign is the president of My Mattress Savings Bank). He was fired some years ago from the leading mattress company in Spain, so he was forced to become entrepreneur.

Today, due to the crisis in Spain, his company is about to disappear and he was desperate, without hesitating he accepted the offer to launch a quirky, new product that could be seen as a crazy invention!

Paco Santos is now a famous person in Spain. He has been interviewed by the best journalists in the country.

DESS is an expert in rest, his mission is to help people to sleep well everyday.

Due to the banks collapsing the Spanish people fear for their money and they no longer sleep well everyday.

This is why DES'S had to do something different to solve two problems for the people:

1.- Keeping your money close to you and away from banks.

2.- Sleeping well again!

We created 'MyMattress Savings Bank':

The first mattress with a built-in safe so you can keep your money close to you and away from the banks.

We designed a new product in response to a real problem

Whilst designing the mattress we took into account every small detail, offering the best security without compromising on comfort.

The most cost effective media strategy

A new way to make communication; we created a product that broke the rules of traditional media

Impact

The most important media in the world talked about our new product design. Along with the most important bloggers and social media influencers.