Americans have a sleep problem. They don’t get enough of it. They have a problem prioritizing it. And when they do, it’s not the kind they need. In fact, 74 billion hours of sleep are lost per year and 68% get fewer than the recommended seven hours a night. But it’s hard to blame them. They’re connected to everything and everyone, all the time: working, watching or aimlessly scrolling while a good night's rest sits on the back burner. We needed to address America’s complacency with poor sleep and challenge the “always-on” culture that allows it to thrive. So we labeled this universal enemy ‘Junk Sleep’, and made it Mattress Firm’s mission to help Americans fight back.
We launched with a nationwide TVC directed by Steve Ayson and shot by Oscar-nominated cinematographer Jeff Cronenweth. The film introduced a world of the unslept, where everyone is busy deprioritizing their sleep to different degrees. It’s a place where the perils and pitfalls of poor sleep run rampant. A sleepless purgatory where unsuspecting Junk Sleep victims are drawn to a surreal late-night strip like moths to a flame. In this world symbols of an ‘always on’ culture are blended with tired, vegas-inspired experiences to create visual metaphors for bad bedtime behaviors like binge-watching, looming work deadlines and social media scrolling that fuels our Junk Sleep ways.
Our integrated campaign delved deeper into this common culprit, exploring the many ways in which Junk Sleep manifests. While others in the sleep and wellness space only focused on the positive impacts of good sleep, we chose to focus on the frustrating yet seldom discussed problems of bad sleep. It makes us slow, dumb and forgetful - often with comical consequences. Yet no one was talking about it. Across film, social, radio, online and in-store, we confronted the perils of poor sleep and the relatable truths of an overtired existence.
Next, a series of three films wryly explored the ways in which Junk Sleep can impact us all, physically, mentally and emotionally. It’s often the root of relatable problems like forgetfulness, sluggishness, and physical pain. Making you forget major things, hurting your game and just generally being a real crick in the neck. Thankfully, the Sleep Experts at Mattress Firm have the tools and expertise to help with any sleep challenge.
You can’t put a price on good sleep, but it’s better on sale. A further three films used a similar dry humor to encourage people to prioritize proper sleep this summer. Because there’s never been a better time to solve Junk Sleep than during Mattress Firm’s summer sales events.
The campaign shifted brand perceptions from just another mattress retailer to a trusted leader in sleep. Changing the conversation from talking about beds as products, to beds as personalized solutions to fight common sleep ailments. The result? Mattress Firm became the #1 recommended brand in the industry, driving double-digit sales increases over key moments in the campaign lifespan. All this to illustrate that while Americans may make their sleep less of a priority, a better sleep actually means a better you - and it all begins with finding a bed that matches you, at Mattress Firm.