Over 1.8 million mattresses are illegally dumped in Australia every year. DiSgusting? Absolutely. But these rancid bacteria sponges ended up representing a gross $1.6 million earned media opportunity for startup mattress brand, 10:PM.
Unable to afford billboards like their competitors, we worked with 10:PM to turn their rival’s abandoned mattresses into ads for their own. The results speak for themselves with over 5 million impressions in just one week, reaching 75% of Sydney. All for a $0 media budget.
Big props to Doug and Kleinman who were the creative leads on this one.