Sealy Posturepedic had owned the hearts and minds of people with back issues for decades. How could Sleepyhead Chiropractic in NZ (and Sleepmaker Miracoil in Australia) dethrone the dominant leader in the back care space from a virtual standing start?
We created a campaign that went beyond back care and explored themes of friendship, aging, and pushing your body to the limit through two old surfers, Gav and Ken. TV was extended into paid, earned and owned channels where people were researching to provide an economical way to intercept, measure and refine both media placement and message.
A 190% lift in range page view. A 240% lift in unique users. A 17% decrease in site bounce rate. An 18% lift in average time spent on the range pages. And a massive 102.5% lift in sales against an objective of 40%.