Dormeo Octaspring “Drives” Sales to Retail Doors

By Gretchen Kast

Dormeo Octaspring is offering a new Range Rover as a part of its contest to “drive” consumers into mattress retail stores 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 campaign. The winner will also receive a new 2013 Range Rover Evoque.

Aimed at increasing consumer awareness of Dormeo’s mattress and bedding products, 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 lineup. Contestants are encouraged to 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 a removable Dormeo Octaspring logo.

“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. 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 participate, on the production set, to 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.

The contest will run through Jan. 20th with scripts being reviewed at the Winter Las Vegas Market. The winner will be announced on January 29, 2014.