Work. Play. Sleep. Curem. Strategy and image campaign for a luxury brand.
A luxury mattress brand Curem belonging to the Swedish concern Hilding Anders, appeared on the Polish market a few years ago. Today it is known and appreciated by physiotherapists and professionals thanks to Curem’s usage of new technology and inteligent materials, combined with research on quality and ergonomics of sleep. For the first time in history, the brand carries out such a large-scale promotion. New campaign aims at getting a wider audience and at strengthening brand’s image in their product category.
To give the brand a distinct character, cooperation with a great sportsman and active businessman – Mateusz Kusznierewicz – was started. He became the brand ambassador. The whole campaign continues brand’s communication strategy based on the claim ‘Work, Play, Sleep, Curem’. It consists of many activities, such as internet campaign, press advertisements, content marketing activities, www.curem.pl website communication, changes in the product catalogue and POS materials in showrooms. As a part of campaign we also created a commercial spot, arranged a photoshoot, and a webinar.
