SPHMBO, the outdoor media business unit of Singapore Press Holdings, has tied up with mattress brand MaxCoil to roll out an experiential outdoor campaign in Raffles Place. To promote the launch of MaxCoil’s new FORREST Eco Organic Cotton collection, the campaign incorporated multi-sensory activations that drew inspiration from a tropical forest, delivering an immersive experience to a captive audience.
In a bold move to venture beyond the traditional shop front, a 3D prototype of MaxCoil’s organic cotton mattress was mounted against a 7-metre long wallscape in the bustling Underground Pedestrian Network of Ocean Financial Centre, allowing commuters to touch and feel the new product. Eclectic sounds were selected to accentuate the natural tropical experience, serenading commuters with the music of nature as a welcome break to the hustle and bustle of city life.
Making most of the high footfall within the network, the brand planted a QR code which leads to its microsite – offering product information, store locations as well as an exclusive 20% discount and a free gift with new purchases. This was done in a bid to enhance interaction and convert traffic to its digital platforms.
The campaign, which runs from 1 to 28 October 2018, aims to increase mindshare among diverse audiences, from PMEBs, first-time home owners, redecorators, to local supporters of sustainable businesses.
According to MaxCoil, the local mattress market has been proliferated with a burgeoning number of brands from all over Asia. As such, low-cost offerings are featured prominently in mattress advertisements, with many promising heavy price discounts. The brand’s foray into outdoor advertising aims to steer clear of the fray by emphasizing MaxCoil’s commitment to superior product quality and to highlight the importance of using materials that are not only eco-friendly, but also hypoallergenic. The idea was to build awareness and engagement while focusing on social responsibility by adopting materials and processes that are sustainable.
“Selecting a good mattress which caters to one’s needs is an extremely important process as it is an investment that should serve the user for a decade,” Doy Teo, CEO of Mattress International said. “At MaxCoil, we design and make our mattresses with the needs of our consumers in mind, right from the ideation and design stage.”
“We received many enquiries about the new mattress, where we can track them through the QR code that is implemented within the outdoor advertisement. We have already started to see encouraging results when we launched the FORREST Eco Organic Cotton mattresses and are confident that sales will be further boosted in the course of this promotion,” Teo added.
Julie Wee, Product Development Director of SPHMBO, said: “Consumers are on the constant lookout for new and unique experiences. Experiential outdoor advertising is one of the ways where we can round up interactive elements to generate positive brand engagements and influence consumers’ purchasing behaviour.”
