mf presentation final deck_no touchy-2

Mattress Firm Intern Project

August 6, 2015

1

Challenge

Identify a differentiated position Mattress Firm can own and communicate to truly distance itself from its many competitors to claim the spot of category leader in consumer’s minds.

2

Parameters

• Target Market: Women, age 35-64 with household incomes of $50,000+

• Geography: National

• Budget: $20 Million ($18MM Media, $2MM Creative)

• Creative Aspects: Slogan and color scheme cannot be modified

3

Goal

Increase brand awareness.

4

Research – Primary

Interviews

• Carl knew he needed better back support. He loves “the idea of a test for pressure points to see how you sleep and give you options.” (Carl, Sacramento, CA)

• “It is a place where I can unwind, relax, meditate and watch television. Safe-haven. Me time.” (Adriana, Dallas, TX)

• Shannon is concerned about figuring out the best mattress choice for her back pain. (Shannon, Sacramento, CA)

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Research – Recondary

Research

• 80% of our demographic is always looking for new ways to live a healthier life. (MRI, 2014 GfK Doublebase)

• 63% of our demographic agreed with the statement, “I follow a regular exercise routine.” (MRI, 2014 GfK Doublebase)

• 89% of our demographic tries to eat healthy and pay attention to their nutrition. (MRI, 2014 GfK Doublebase)

• “The study suggests that poor sleep […] may have more serious health consequences for women than for men.” (Brain, Behavior and Immunity, Duke University Medical Center)

• Respondents agreed that sleep is an essential factor in work productivity, overall energy, and physical and mental agility. (Better Sleep Council via BedTimes Magazine)

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Insight

Sleep is the best exercise for the busy mom and everyday woman to stay healthy and fit.

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Strategy

Sharing the Secret.

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Spreading the Secret

Gym Takeover

Description: Elevating sleep to be as important as physical exercise as a means to stay healthy by taking over a gym and converting it into a mattress store.

Big Idea Tactics: • To launch the idea or “sharing the secret” campaign. • Partnership with Curves to convert gym to MF store front. • Keep one mattress inside of each Curves location following the

Takeover.

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Curves Locations

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Gym Takeover

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Gym Takeover

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Jillian Michaels Giada de Laurentiis Michael Strahan

Web-Series Celebrities

Event: Gym Takeover, Web Series, Screening Bio: TV personality, known as one of the nation’s leading health and wellness experts.

Event: Gym Takeover, Web Series, Screening

Bio: Her cooking show, "Everyday Italian," featured quick, healthy and satisfying Italian dishes. She can also be seen on Food Network specials. Her new series, "Giada at Home“ is currently in production.

Event: Web Series, Screening (Interviewer/Host)

Bio: Strahan is a Super Bowl Champion, sports broadcaster for "Fox NFL Sunday” and the host of top-rated morning talk show, "LIVE with Kelly and Michael.”


Gym Takeover

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Gym Takeover

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Reaction Video – Storyboard

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Curves member arrives at the location.

She walks in and is immediately surprised by what she sees.

Rather than seeing gym equipment, she sees only mattresses.

She is then greeted by fitness celebrity, Jillian Michaels informing members of the Mattress

Firm Secret.

[Close with logo]

Radio


Paid Media

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TV

Digital


Earned Media

TV

Digital

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Owned Media

Digital 19

Description: A web-series featuring celebrities “sharing their secrets” on different topics related to health and wellness.

Big Idea Tactics:

• 12-20 interviews with the featured guests by a central interviewer.

• Partnerships with fitness/health gurus, celebrities and athletes.

• Hosted by Michael Strahan.

Web-Series

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Jillian Michaels Giada de Laurentiis Michael Strahan


Event: Gym Takeover, Web Series, Screening Bio: TV personality, known as one of the nation’s leading health and wellness experts.

Event: Gym Takeover, Web Series, Screening

Bio: Her cooking show, "Everyday Italian," featured quick, healthy and satisfying Italian dishes. She can also be seen on Food Network specials. Her new series, "Giada at Home“ is currently in production.

Event: Web Series, Screening (Interviewer/Host)

Bio: Strahan is a Super Bowl Champion, sports broadcaster for "Fox NFL Sunday” and the host of top-rated morning talk show, "LIVE with Kelly and Michael.”

Bob Harper

Event: Web Series, Screening

Bio: Bob Harper is a health and fitness expert, TV star, and three-time #1 New York Times best-selling author.

Tim Tebow Event: Web Series, Screening

Bio: TV personality, businesswoman, celebrity cook and author. She is the host of the show Rachael Ray and three other Food Network series.

Rachael Ray


Event: Web Series, Screening

Bio: Tebow is a football quarterback for the Philadelphia Eagles; receives considerable press attention for tremendous acts of charity in the community.

Interviews

Web-Series

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Amplifying the Secret

Celebrate Sleep

Description: A social event hosted by Mattress Firm in Houston, Texas and Chicago, Illinois featuring a celebration of sleep that incorporates health and fitness.

Big Idea Tactics: • Local, outdoor venue that is perceived as family-friendly. • Multiple stages related to sleep, health and fitness. • Booths set up by fitness and health companies as well as local

restaurants.

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Jillian Michaels Event: Gym Takeover, Web Series, Screening Bio: TV personality, known for and one of the nation’s leading health and wellness experts. Why?: One of the most inspiring people on television for her role as trainer, wellness expert and life coach on her hit TV shows and regular TV appearances.

Event: Gym Takeover, Web Series, Screening Bio: Her cooking show, "Everyday Italian," featured quick, healthy and satisfying Italian dishes. She can also be seen in Food Network specials. She is now in production on her new series, "Giada at Home.” Why?: With thousands of recipes that help women come up with cooking ideas, she is relatable to our demo, she doesn’t see herself as a professional chef.

Event: Web Series, Screening (Interviewer/Host) Bio: Strahan is a Super Bowl Champion, sports broadcaster for "Fox NFL Sunday” and the host of top-rated morning talk show "LIVE with Kelly and Michael.” Why?: He has a natural affinity for people and an effortless ease in front of the camera. His determination, leadership, experience and humor connect with our demographic.

Giada de Laurentiis Michael Strahan

Amplifying the Secret Celebrities

Bob Harper Event: Web Series, Screening Bio: Bob Harper is a health and fitness expert, TV star, and three-time #1 New York Times best-selling author. Why: He is one of the most successful lifestyle experts in the world, and he is well known for starring on “The Biggest Loser,” which was a very popular show within our demographic.

Event: Web Series, Screening Bio: Tebow is a football quarterback for the Philadelphia Eagles; receives considerable press attention for tremendous acts of charity in the community. Why: He is a well-known NFL figure and a hard working athlete, but he also acts as a good role model.

Tim Tebow Event: Web Series, Screening Bio: TV personality, businesswoman, celebrity cook and author. She is the host of the show Rachael Ray, and three other Food Network series. Why: With thousands of recipes that help women come up with cooking ideas, she is relatable to our demo, she doesn’t see herself as a professional chef.

Rachael Ray

Amplifying the Secret Celebrities


Venues

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Venues

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Stage Breakdown

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Venues

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Venues

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Featured Companies

Fitness Food

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Additional Stages

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Company Booths

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Paid Media

Radio

Digital

Print

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Owned Media

Digital

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Earned Media

TV

Digital

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In-Store Promo

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Experiential Media

Digital Kiosks: We will place 3-4 kiosks in the city of Chicago and Houston. Players will have the opportunity to participate in interactive games and race against opponents in the other city.

• 3 digital games on rotation • Complete a puzzle to uncover the secret. • Reveal the secret through Hangman. • Pair the mattresses with the matching color.

• Houston Locations: Galleria, Memorial City Mall and City Centre.

• Chicago Locations: Water Tower, Oakbrook Center and Westfield Shopping Town.

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Experiential Media

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Experiential Media

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Event Tickets

VIP TICKETS: • Call in to local radio DJ (20%). • Sign up for event (50%). • Like, comment or share MF post on FB (20%). • Take a selfie with the cutouts in-store (10%).

GA TICKETS: • Sign up for event. • Compete and win the games on digital kiosk.

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Microsite

Description: A microsite featuring the web-series and Celebrate Sleep event information, signup and live stream of the event.

Big Idea Tactics: • Information related to the Celebrate Sleep event (location, time

and schedule). • Login and sign up feature for the event. • Web-series.

Continuing Collaboration

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Microsite Layout


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Microsite Layout


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Paid Media

Digital 46


Owned Media

Digital 47

Channel Approach

Sharing the Secret

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Channel Approach

TV

Digital

Radio

• Increasing awareness and reach about the campaign amongst our demographic through the most relevant networks.

• Effectively target and engage our audience

through shareable content. • Utilize trusted platforms to reach at scale.

• Maximizing reach and fostering trust through

local support.

Channel Approach

Sharing the Secret

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Channel Approach

Search

Experiential

• Reaching a highly targeted audience. • Utilizing engaging visuals to increase a local

support and brand recognition.

• Leverage SEO to increase brand awareness.

• Generate buzz and create awareness through

high impact execution.

Print

Flowchart

Sharing the Secret

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Sharing the Secret

Q&A

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Sharing the Secret

The End

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mf presentation final deck_no touchy-2

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