We gave people a villain to blame their aches and pains on. Comfort World saw footfall increase by 250%*
*Figures provided by Comfort World for Effies
Comfort World (CW) makes mattresses that are 100–500% more expensive than the most expensive 2-layer spring mattress (for good reason). No customer understood why. All mattresses looked the same to them.
- Portfolio
- Principal
- Client
- Comfort World International
- Sector
- Mattresses / Bedding (B2B and B2C)
- Scale
- 80% B2B penetration in Sri Lanka, presence in the Maldives, Seychelles and Australia
- Where
- Headquarters in Sri Lanka
- Engagement
- Marketing Campaign
- Over
- Multiple years · 2022–2023
They associated the quality of sleep with the duration of sleep, not the mattress they slept in.
They would only consider replacing their mattress if they saw significant wear and tear.
Despite this, nearly 80% of them reported experiencing one or more of the side effects of sleeping in a bad mattress:
- Stiff shoulders or neck
- Back pain
- Feeling tired and sleepy even after 8 hours of sleep
They didn’t realise what they were feeling were side effects of sleeping in a generic mattress
Bounded Rationality // Blame deflection
When they felt the ill-effects of a bad mattress, they took it out on the innocent people in their lives: their spouse, significant other, colleagues, or kids.
Bounded rationality: We don’t always map cause and effect accurately. We instead rely on what seems like the reason.
Blame deflection: When you don’t sleep right, because you can’t make the connection back to the mattress, you blame the closest thing that will take blame.
Step 01. Victim research
We spoke to victims of this phenomenon. People getting scolded by seemingly psychotic life partners, bosses, and coworkers. “As if they woke up on the wrong side of the bed.”
Step 02. We then developed our research into stories, each story identifying the actual villain (a badly designed mattress).
Step 03. We optimised the service delivery to find the damage that the villain did.
The moment someone walks into the showroom, they receive a free consultation instead of being sold to. This helped the client improve the conversion rate in-store at ~70%.
- 01Customer comes
- 02Sales rep offers to show mattress range
- 03They ask if they’d like a consultation
- 04Based on the consultation the sales rep helps the customer narrow things down
- 01Customer comes
- 02Default option is a free consultation
- 03
Sales repSleep Consultant offers the best mattress types for the customer
What the work did.
- 250%increase in walk-ins105/month was the KPI. 210/mo was the actual.
- 84%increase in revenue from B2C segment in 05 months~LKR 19.5M/mo was the KPI. ~LKR 24M was the actual.
- 13.375%increase in average basket valueLKR 268,600 was the KPI. LKR 272,100 was the actual.
- ~70%conversion rate in-storeFrom ~28%. Not part of the Effie-certified set. This one is the client's own figure.
- 50% increase in revenue from B2C segment in 06 months
- Target~LKR 19.5M/mo
- Actual~LKR 24M
- 75% increase in walk-ins
- Target105/month
- Actual210/mo
- Increase average basket value by 12%
- TargetLKR 268,600
- ActualLKR 272,100
23% overperformance. Overall 84% increase in revenue from B2C segment in 05 months
100% overperformance on KPIs Overall 250% increase in walk-ins
Basket value increased by 13.375%
Actual average monthly figures from 1 Nov ’22 – 31 March ’23.
- Increase brand recall by 150%
- TargetAd recall lift: 140,500 people
- ActualAd recall lift: 256,552 people
- Increase product & store directions inquiries to 200/mo (cumulative)
- TargetInbox messages: 75/mo
- ActualInbox messages: 305/mo
- TargetCalls: 25/mo
- ActualCalls: 363/mo
- TargetAsk for direction (button clicks): 100/mo
- ActualAsk for direction: 350/mo
82.6% overachievement on KPIs.
306% overachievement on KPIs
1300% overachievement on KPIs
250% overachievement on KPIs
Every figure in the two tables above was certified by Comfort World for the brand's Effie global entry submission, and the targets were written into that entry before the campaign ran rather than chosen afterwards. The actuals are monthly averages for 1 Nov 2022 to 31 March 2023. Two figures on this page sit outside that certified set and are marked where they appear: the ~70% in-store conversion, which is the client's own number, and the 80% of people reporting symptoms of a bad mattress, which comes from agency research with no sample size or method on record. We have checked that the percentages reconcile against the baselines the entry gives; we have not audited the sales records, which are the client's.
Who can vouch for this.
This intervention achieved strong results because we shifted the old adage of “sleep 8 hours” to “sleep 8 hours on a mattress that supports your body type”.