Flex: GOODBYE NIGHTMARES

Credits & Description:

Category: Best Use of Special Events and Stunt/Live Advertising

Advertiser: FLEX

Product/Service: MATTRESSES

Agency: SRA RUSHMORE

Date of First Appearance: Dec 9 2010

Entrant Company: SRA RUSHMORE, Madrid, SPAIN

Chief Creative Officer: Miguel García Vizcaíno (Sra Rushmore)

Creative Director: Carlos Alija (Sra Rushmore)

Copywriter: Martín Subercaseaux (Sra Rushmore)

Art Director: Jesús Morilla (Sra Rushmore)

Art Director: Sara Alonso (Sra Rushmore)

Producer/Account Supervisor/Account Manager: Ana Herrero (Sra Rushmore)

Producer: Pedro Borregón (Sra Rushmore)

Planner: Laura Sampedro (Sra Rushmore)

Media placement: Event - Hub Madrid - 09/12/2010



Insights, Strategy & the Idea

To communicate the importance of changing your mattress, we wanted to connect with and build awareness among an increasingly relevant target for the brand: young people.



The challenge: to do this with a low-budget action, with no conventional media plan.

Target: Young people aged 25 to 35, changing their mattress for the first time.

Message: People are reluctant to part with their old mattress, even in the knowledge that it is losing them valuable sleep. So getting rid of it is akin to saying goodbye to some of your nightmares, which is why the idea was to say a very special goodbye to those nightmares in the shape of a mattress.



Creative Execution

During a working day and before the public’s eyes, 7 young artists were invited to express their nightmares freely on old mattresses. The public and the mass media were invited to watch this live painting process which we organised in Hub Madrid. The mattresses would subsequently be exhibited in different Noctalia stores around Spain and eventually destroyed, as a kind of collective exorcism.



Results and Effectiveness

With a very limited budget of 8,000€ we obtained excellent broad coverage in our target’s preferred media, valued at 65,000€. News programmes, radio programmes, blogs and news portals all reported on the event, a novel action that helped to position the mattresses of the traditional Flex company in the most important place in the world.