Dormeo Octaspring Launches Consumer Awareness Campaign
Furniture Industry News Update -
Furniture World Magazine
Bedding innovator Dormeo Octaspring® is offering a new Range Rover® as a prize for a contest that aims to “drive” consumers into retail doors across the country. Launched on Labor Day, the contest calls for participants to create their own 30 second TV commercial that, if selected, could be produced and aired nationally as part of Dormeo’s expansive marketing outreach campaign. The winner will also receive a new 2013 Range Rover® Evoque.
Aimed at increasing consumer awareness of Dormeo’s product offerings, the contest requires interested consumers to submit a commercial script and phone video script for a television spot or a self-shot video highlighting any mattress in Dormeo’s current bedding lineup and discuss what they love most about that mattress. The single winning commercial, judged on creativity, originality and relevance to the contest theme, will earn its creator a luxury Range Rover Evoque tagged with the Dormeo Octaspring logo to increase brand recognition.
“At Dormeo Octaspring, we are fully invested in pulling consumers into stores for the benefits of one-on-one interaction with our knowledgeable retail sales associates, and we do this through our strong advertising program. From September through January, each of our print, television and web-based advertising efforts will call attention to the contest,” said Chief Marketing Officer Dany Sfeir. “We are pleased to announce that the winning commercial could be produced and the creator will have an opportunity to be flown to set and assist in bringing their vision to fruition.”
To support the contest, the company is creating a new point of purchase (POP) program including three-dimensional marketing materials and a detail-heavy one-pager that will be sent to each of its retailers in the United States. In addition, all of the company’s multimedia marketing efforts will promote the giveaway now through the close of the entry period.
The contest will run from Sept. 2nd through Jan. 20th with scripts being reviewed at the Winter Las Vegas Market. The winner will be announced on January 29, 2014.
To enter the giveaway or read the contest’s official terms and conditions, consumers are asked to visit www.octaspring.com/contest. Entrants may also submit their scripts via mail to the Dormeo Octaspring headquarters, 1901 10th Street Suite 500, Plano, TX 75074, Attention Car Promotion Team.
About Dormeo Octaspring: 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 and manufacturing facility in Winchester, VA, Dormeo Octaspring is part of Studio Moderna Group, a leading European multi-channel direct marketing company. The company will be supporting its retail partners in the U.S. through a multi-million dollar television advertising program in 2013. Dormeo Octaspring is making a strong commitment to consumer advertising to drive traffic to its dealers.
Furniture World Magazine-Business solutions for furniture retailers