Mattress Firm seeks Apple stardust with Steve Wozniak presentation
Apple co-founder Steve Wozniak is to take a break from phones to big up sleep specialists Mattress Firm by delivering a live keynote address singing the praises of its mattresses.
Mattress Firm seeks Apple stardust with Steve Wozniak presentation
Seeking to drag the humble mattress into the 21st century the industry veteran has devised a technology-centred approach to challenge head-on a raft of upstart rivals including the likes of Casper, Lessa and Eve which have cornered the burgeoning ‘mattress in a box’ market.
Sicily Dickenson, Mattress Firm's chief marketing officer remarked: "The average American isn't lining up outside a mattress retail store waiting for the latest breakthrough in technology. It's about taking that first step toward just stopping the sea of sameness out there around sales and price and that perception that shopping for a mattress is going to end up like a used-car experience."
Pushing its ‘Technology to Power Off’ campaign, devised by Droga5, the brand is touting its latest creations; the Beautyrest Black HybridPlus foam mattress with coils, and the Serta iComfort TempTouch - a foam mattress which claims to provide a cooler sleep.
These will be backed up by a television, radio and digital campaign with Wozniak’s address itself announced via a sponsored content post on Wired.com.
Mattress Firm is also collaborating with PR firm Jackson Spalding and Havas on its Dream Bed brand, a customised foam mattress which can be compressed to be neatly packaged in a box.