Every Torontonian wants to have a good night’s sleep! With this in mind mattress manufacturer Endy has taken over the Grand Hall of Union Station as part of the brand’s latest marketing campaign.
This week Endy launched an eight-week campaign aimed at driving awareness for the brand as they try to attract new customers.
Targeting sleep-obsessed adults 25-45 in Toronto, Endy’s campaign highlights the company’s uniquely designed mattress and delivery ease through the use of striking out-of-home executions, with headlines straight from real customer reviews. The robust media strategy complements the creative concept by selecting high-traffic placement where there is space to house consecutive creative.
The strategic marketing buy is anchored by an expansive takeover at Union Station and the Skywalk. Endy is doing a complete takeover of the Grand Hall – including the entrance, the hall and the escalator, along with a full domination of the Skywalk Bridge. The campaign specifics include video walls, hanging ceiling pennants, wall panels, digital monitors, styrene posters, backlit posters, and floor vinyls. The campaign is complimented with search, social and display advertising as well as direct mail.
Endy’s campaign creative is an evolution of the brand’s original TTC domination campaign. It leverages actual customer reviews and is elevated with new quotes and an updated colour palette. The campaign also leveraged social media through Facebook targeted ads, Instagram stories and static ads, and Snapchat geofilter around the activation area.
Agencies behind the Endy’s Rise And Shine campaign:
The marketing campaign, materials and media buy were developed in-house by Endy’s marketing team.