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By Danielle Long | Acting APAC Editor

March 29, 2023 | 2 min read

Mattress startup 10:PM has turned bacteria-laden, skin-cell-infested mattresses of its competitors into guerilla billboards to promote its launch.

10:PM took advantage of the 1.8 million mattresses that are illegally dumped in Australia every year to raise awareness about its own Aussie-made microbe-neutralising mattresses.

Working with creative agency Howatson+Company and director James Dive, 10:PM located discarded mattresses in Sydney's inner-city suburbs creating bespoke long-copy for each site.

The copy was then converted into mattress-sized stamps to create the 'bed-verts' and re-installed in the same locations they were found including Bondi Beach, Watson's Bay, Darlinghurst and Sydney's Parliament House.

BED-VERTS: Bondi Backpackers from Howatson + Co on Vimeo.

The campaign aims to highlight the reality of old-used mattresses and the benefits of purchasing new ones - specifically 10:PM's.

Harrison Reid, founder of 10:PM says: “As a startup we don’t have the media budget to reach millions of people like our competitors, so we used dumped mattresses to our advantage to create buzz and engagement, as well as reach people.”

Doug Hamilton, creative director at Howatson+Company, says "This campaign takes advantage of an amazing free media that thousands of us walk past every day. With some loving craft and cheeky copy, our competitor's old, soiled, dumped mattresses became the perfect vehicle to help 10:PM disrupt the category, and make anyone who sleeps, reconsider the state of their current mattress."

The campaign is running across out-of-home, social channels and PR.

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