Malaysian startup Joey Mattress recently turned heads when it ran a billboard ad campaign with cheeky captions around Klang Valley. The captions included "Try Joey Mattress. You'll realise other mattresses really CMI (can't make it)" and "Try us in bed, you won't regret it" with a winky-face emoji at the end. One even said "Wake me up when 2020 ends", referencing the song "Wake me up when September ends" by American rock band Green Day.
According to the company, the ads caught the attention of the general public, with some taking pictures and posting it on social media to express their amusement. The company invested RM31,800 for the campaign which ran from 5 August to 5 September. All creatives were produced in-house within three days.
In a statement A+M, its spokesperson said that the campaign resulted in a 16% increase in site visitors and a 10% increase in total revenue for the month of August. According to the spokesperson, there was a rise in Google search for Joey Mattress during the campaign period.
"We also put a discount code on the billboard, and we are looking at a steady stream of revenues from the billboard campaign until today. A customer even messaged us saying that they actually kept the discount code to use it in the future," the spokesperson added.
Co-founder and CMO Joey Tan said the campaign's main goal was to bring joy to Malaysians stuck in Klang Valley traffic. "One ad said 'Honk if you love sleep', which played on the fact that Malaysians are not shy to use the car horn when faced with frustrating Malaysian road conditions," Tan said.
She added that it did not want to do a hard sell with this campaign. As it has been a tough year, it wanted to focus on bringing smiles to people with the ads. Joey Matress was founded by Tan and Winson Chong who believe that mattress shopping should be enjoyable and that mattress prices should be fair. According to the company, it has served more than 5,000 customers across all 13 states.
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