Mattress brand Duroflex rolled out its new digital campaign in partnership with digital agency, Isobar to engage its users.
The campaign #ReadyForTomorrow spot will highlight the importance of sleeping well in the night in order to be prepared to take on the day, next morning. The advert has featured a female cricketer, a female baker and a doctor all sleeping on the Duroflex mattress who then wake up to do their respective jobs with determination.
Duroflex and Isobar leveraged Zapr’s TV-to-mobile audience to further push across smartphone users who have already viewed the ad on TV. The campaign will run across Facebook, YouTube and DBM Programmatic for 50 days.
Suraj Nagappa, vice president, Isobar India, said: “Across all channels – mobile, online, and connected TV (CTV) – there have been above-average video completion rates (VCR) and a high level of interaction has been achieved. The decision for a true multi-screen campaign has fully paid off. This is evident through the VCRs (Video Completion Rate) that significantly increased across all channels. Together with the interactive elements that Zapr allows, this strategy has led to a substantial increase in reach and consumer response.”
Arha Padman, senior brand manager, Duroflex, added: “Keeping in mind that TV audiences are no longer glued to a single screen and are often multi-tasking on their smartphones while consuming the medium, it just made sense to layer our TV plan with Zapr. We were curious to see how it would work and it seems to have delivered what we set out to do.”