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Dormeo Octaspring® Infomerical Wins Top Advertising Award

Furniture Industry News Update - Furniture World Magazine
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Article Summary: Dormeo Octaspring® reported that it was awarded the 2012 Moxie Award for its “Octaspring: Sleep is Beautiful” infomercial in the category of Best International Infomercial of the Year.


Bedding innovator Dormeo Octaspring® reported that it was awarded the 2012 Moxie Award for its “Octaspring: Sleep is Beautiful” infomercial in the category of Best International Infomercial of the Year by the Electronic Retailing Association (ERA). The long-form infomercial has played a key role in the rapid international growth of the Dormeo Octaspring brand and as a platform to introduce the company’s groundbreaking mattress technology to both retailers and consumers.

The infomercial is designed to educate the consumer on the new technology so that when they go in a store they are pre-disposed to buy. It also serves as an integral part of the overall strategy of the North American multi-channel launch of this innovative memory foam spring technology and offers a complete television, online and multimedia point of sales program for its retailers.

“Our infomercial is such an important part of our marketing efforts in North America in terms of building our brand and driving traffic to our retail partners. We are honored to be recognized by the leading direct response television industry association for creating such a compelling infomercial,” said Dormeo Octaspring President of North American Retail Chris Henning. “When Octaspring first launched in North America at least year’s Winter Vegas Market we promised a robust national media campaign and statistics show that Octaspring has actually over-delivered. In 2013 Octaspring will continue to ramp up with a budget double the size of 2012.”

The ERA D2C Convention brings the direct response television (DRTV) industry’s top innovators, manufacturers and marketers together to focus on the industry’s hottest trends. The highlight of the Annual Convention is the ERA Moxie Awards gala, the industry’s premier “blue carpet” celebration, which honors the best infomercial campaigns of the past year. The ERA is a non-profit organization.

About Dormeo: For more than 10 years, Dormeo has been a leading mattress brand in Europe and Asia. Making its North American debut as Dormeo Octaspring in 2012, the company introduced its patented Octaspring to the U.S. market. A breakthrough in mattress technology, the Octaspring's individual memory foam springs work together to form the core of the revolutionary Octaspring mattress. With its U.S. showroom and distribution center in Plano, TX, Dormeo Octaspring is part of Studio Moderna Brands International, the leading direct marketing company in Europe. The company will be supporting its retail partners in the U.S. through a multi-million dollar television advertising program in 2013, making a strong commitment to consumer advertising to drive traffic to its dealers.

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