The Havas New York Village works to stand out in mattress space with bed-in-a-box brand

tulo

There’s a lot of activity in the mattress delivery space. From Casper, which delivers the bed for you and gives you a trial, to Sleep Number’s millennial-centric creation, the “It” bed, which is a mattress system where each side of the bed can be adjusted using your phone or tablet’s Bluetooth technology. But the Village at Havas, a community of creatives, worked with retailer Mattress Firm to create Tulo, a new bed-in-a-box brand.

Tulo looks to put the customer first by offering choice, convenience, comfort and value, with a box delivered to the customer’s door with their new bed.

“The Village at Havas was the right partner because the team came together to build tulo from scratch,” said Israel Garber, executive creative director and managing director, Havas New York. “Having the creative, media, social and PR teams all under one roof to build the brand, and then flawlessly develop and execute this campaign made everything flow – not to mention, it was nice to have already developed relationships with the team you’re working with and being face to face daily for meetings and brainstorms.”

This campaign was created to showcase a world without choice — the only option for a haircut is the bowl cut or the only one option for toilet paper is sand paper. However, the brand was created to give the consumer choice.

“[The] industry has romanced the idea of one perfect mattress, but that simply can't be for everyone,” Garber said. “We offer choice in comfort and in buying experience. With so much clutter in the market, we designed quick, impactful creative that made people realize they have choices for all their needs, why not a bed-in-a-box too?”

For the customer, there are three different mattress comfort levels all at the same price, you can buy online or visit a store, 48-hour delivery and sleepers have 120 nights to decided if their mattress is the best fit or they can return it.

“The creative concept came from a simple, yet powerful insight that we’re all different and it’s impossible that one mattress can fit everyone,” Garber said. “The approach goes against the grain on what’s currently being marketed in the category and shows consumers that “one is not a choice” – which is the tagline of the campaign.”

The campaign will run across TV, radio, OOH and Snapchat, digital, organic and paid social.

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Haley Velasco

Haley Velasco is a writer based in Chicago, IL, who has a background in PR for a sports media company and has reported on a variety of topics, including sports, opinion, politics and celebrity news. Based in the Windy City, she covers industry happenings in the Midwest and throughout North America. She has been reporting for The Drum since May 2016.

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