Needing a way to increase their brand awareness and sales in the premium-priced mattress category, Select Comfort approached the agency with the challenge of overcoming traditionally low consumer interest in this market sector.
The solution: Beds are boring; however, solving the problem of sleep deprivation is compelling. The agency focused on the unique adjustable features of the bed and proposed changing from a company selling mattresses to a company selling a big idea: SLEEP NUMBERS.
Sleep Numbers range from 0 to 100 and represent a person’s ideal combination of mattress comfort. It’s a new way to quantifiably measure personal comfort.
The Sleep Number concept was the platform for a total relaunch of the Select Comfort company. A new visual language that leverages the bed’s patented, digital remote-control display was developed and ultimately integrated into every element of communication, from advertising and store design to collateral and employee materials.