The brief was to come up with an idea for introducing Intercoil Spring Mattresses, a Dubai based brand to the Kenyan market. Localising the brand to create awareness and enticing Kenyans who are already loyal to very well established brands in Kenya. Due to Kenyans currently in the foam mattress space, we realised our goal/primary objective was to get the target audience to understand what goes into making the mattress, to educate potential customers on the specialty of the mattress. Since the client wanted to maintain the class of the mattress and ensure that people know that Intercoil has an affordable range as well as a very luxurious range, we decided to take a generic approach.
Keeping all of the above in mind, we proposed 'Specially Crafted for you' as the tagline/proposition to the client. Once this was approved, we went on to carry out a photo shoot & a first cut video of the processes that are involved in making the mattress using a local craftsman. These images were used across various ATL platforms: billboard and magazines to name a few as well as BTL activations to interact with potential buyers at the POS and across digital platforms: social media & cinema advertising.