SleepX from Sheela Foam Ltd. (makers of the Sleepwell flagship brand), has announced the introduction of a brand-new and quirky ‘#NotInMyBed’ campaign. The initiative humorously targets millennials whose lives, through their hyper-connected dating and social media links, revolve around discovering the unexplored. The company aims to place the spotlight on germs found in one’s mattresses through this campaign and how SleepX comes to their rescue by providing a safe and secure sleep.
Via this creative advertisement, the new-age mattress company interacts with the young by depicting the germs and microbes in the mattress as three creeps from the digital age, namely Virtual Bacteria, Mighty Dust Mite and Clingy Fungi, who want to move into your room. This is where SleepX makes the millennial generation tell ‘#NotInMyBed’ with Neem Fresche technology fitted with an anti-bacterial mattress treatment that will hold the germs away from their sheets. The #NotInMyBed campaign targets digitally related people who are the drivers of multiple market markets who invest on the internet an average of 17 hours a week.
Sheela Foam Ltd., Chief Marketing Officer of Sumit Sehgal, said that in the campaign, “Sheela Foam has always built its products to hold the customer at its heart.” We are adapting to the lifestyle and preferences of today’s millennial generation with our new range of SleepX mattresses that spend a significant amount of their time unwinding and working on their sheets. We wanted to make them mindful of the germs that breed on their mattress through this initiative and make them mindful of who they let into their beds unknowingly. We have given our dialogue a funky and relatable twist through # NotInMyBed in order to communicate with our viewers in a language they understand.
Ritu Sharda, Chief Creative Officer, Ogilvy, Gurgaon, said, speaking about brand positioning through this campaign, “We wanted to introduce this brand in a way that not only resonates with the young generation in its marketing but also in its delivery.” Usually, hygiene and anti-bacterial are not enticing propositions, and that goes throughout the entire genre. Yet we’ve brought it to life in a way that splits millennial life into two parts. The easiest way to warn millennials about who they let into their beds is by showing you how much they loved sleeping with you. This effort has stretched the envelope on what can be achieved in this category, and we expect to render more clutter-breaking campaigns in the future.
Be it the Ortho Memory Foam Mattress, Dual Mattress, or the Exceller range, SleepX has one of the finest items for its consumers. Both SleepX mattresses have Sheela Foam’s innovative Neem Fresche technology that guarantees protection and hygiene. A 100 Nights Trial, Free delivery to the door and Cash on Delivery for the customers are provided with any SleepX mattress.
