Toss, turn, get paid: Castlery wants Singapore's worst sleepers

Castlery is looking for some of Singapore's worst sleepers, and it is willing to reward them for tossing and turning.

The furniture brand is recruiting five self-professed bad sleepers to become professional mattress testers as part of its new "Bad sleeper programme", launched alongside its move deeper into the sleep category.

The selected participants will put Castlery's new Ayrie mattress range to the test over 20 nights, documenting their experience through reviews and photos along the way. At the end of the trial, each tester will get to keep the mattress and receive a SG$2,000 Castlery cash voucher.

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Applications for the programme open on 8 September and close on 15 September.

The initiative taps into Singapore's reputation as one of the world's most sleep-deprived cities, with Castlery using the programme to put its new sleep offering in the hands of people who may be particularly difficult to win over when it comes to getting a good night's rest.

The programme accompanies Castlery's wider expansion into the sleep category, which sees the furniture brand bringing mattresses, beds, bedding and other sleep essentials together under a more complete bedroom offering.

At the centre of the expansion is its new Ayrie mattress collection, which comes in three firmness levels and is delivered full-form and uncompressed. Castlery is also expanding its range of beds, bedding and sleep accessories as part of the push.

MARKETING-INTERACTIVE has reached out for more information. 

Castlery's push into sleep comes as the brand continues to stretch beyond its core furniture offering through new categories and collaborations. Most recently, the furniture brand unveiled its first-ever designer collaboration, partnering with fashion designer and television personality Tan France on an 18-piece home collection spanning living, dining, lighting, rugs, décor and accessories.

The partnership also marked France's first venture into furniture design. Speaking to MARKETING-INTERACTIVE at the time, Declan Ee, co-founder and president of Castlery, said the brand deliberately sought a partner with a genuine point of view for its first designer collaboration rather than simply attaching a famous name to a collection.

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