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BAMGAM: Bad at marketing, great at mattresses.

Verlo Mattress

Integrated Campaigns Video Production

This campaign has been a game changer for us. Affordable and effective.”

Chairman David Marcus

Customers come into stores talking about the campaign.”

Wanna know the secret to making a great mattress?

70 years of experience making mattresses … not viral videos and box-stuffed foam.

Our job is to draw attention to this truth — albeit with pocket change compared to online mattress brands’ marketing budgets.

We identified a forgotten icon
of the brand worthy of resurrecting:

Mattie the Mattress

Avoid

Highly likely to evoke competitors, so best avoided. If it must be used, it needs a very strong direct brand accompaniment.

Use or loose

Can be used to supplement or potentially replace the brand name in advertising. But don’t neglect further building and watch out for decay if you don’t use it.

Use or loose

Not known at all in the market. Needs considerable work to develop any value.

Invest potential

Has potential but need wider, more consistent use and linkage to the brand name. Monitor for competitor ambushing.

Our creative stickiness came
from a client confession:

We’ve always been much better at actually making mattresses than marketing them.”
We’re bad at marketing and great at mattresses.”

From there the only logical thing to do was beat the ever-loving sh*t out of Mattie the Mattress in new and novel ways.

Through TV, social and OTT,
we poked fun at ourselves
and competitors.

Creative Effectiveness:
  • Hook

    Mascots in peril… nobody can look away.

  • STICK

    How many brands have the courage to admit they’re bad at marketing?

  • Brand

    The mascot/product is literally the star of everything.

  • Clarity

    Each spot promotes a seasonal sale.

  • Find an unexpected insight.

  • Follow empirical principles.

  • Beat the sh*t of mascots.

    see also Hundreds of Beavers case study

  • Awake a sleeping giant.

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