brand campaign

SERTA

SITUATION

It was the end of 2016 and we were charged to capture the attention of a country tired of making decisions and guard brand against erosion from bed-in-a-box competitors. Serta released this RFP, which Kate responded to while working at Zeno Group.

CHALLENGE

Selling comfort to a country that’s feeling less and less comfortable can be tricky. When uncomfortable is our new normal, what does comfort even mean?

INSIGHT

Americans think of comfort as elusive. It is often sought, but rarely found in our culture. On top of our latent discomfort, we found ourselves even more rattled at the end of 2016.

STRATEGY

Redefine Serta as a comfort company, letting them be the solution to America’s “comfort deficit.”

SOLUTION

An omnichannel marketing program compelling Americans to “Declare Peace” in their lives. Campaign included experiential, influencer and social elements.

Campaign Anthem Video (:60 spot)

Influencer & Experiential Marketing

We invited celebrities to get the word out about the Serta Comfort Corner, a relaxing bedroom setting erected at New York’s Big Screen Plaza, via social media. At Comfort Corner, consumers had the chance to step away from the hustle of their lives by using Comfort Corner to Declare Peace by using the space to unwind in whatever way suited them — listening to music, taking a nap, reading, or sitting quietly in meditation. Actress Jamie-Lynn Sigler represented the brand, and was on hand for media interviews and to engage with consumers during this activation.