The full 360 campaign includes above the line advertising, TVCs, innovation films and OOH.
Koala has taken to the soapbox to say “sorry” on behalf of an industry that is now awash with confusing lingo complicating what it takes to get a good night’s sleep.
In 2015, Koala took the outdated and over-complicated mattress industry by storm. Now six years on and although the players may have changed, the game has not. The sleazy salesman has been replaced by copycat brands, fancy words, astronauts and blah blah blah.
That’s why Koala is drawing a line in the sand.. again! And is encouraging us all to do the same and Sleep it Simple.
Koala VP of global brand strategy and creative Bradley Firth says that Koala is committed to keeping sleep simple - cue the launch of a new mattress range, jam-packed with clever tech like a world-first flippable comfort layer (amongst other fancy features) but designed with just one purpose in mind, to help you get a better sleep.
“Koala is a brand with integrity and that’s why, for this launch, it was important to call out just how simple selecting a mattress should be. For too long, the mattress industry has run rife with gimmicks and language that’s just plain confusing. So, Koala set out to challenge this,” Bradley says.
“The ‘Sleep it Simple’ campaign actually keeps things simple. No sleazy salesman, no misleading tactics and no fancy words…just plain good comfort the Koala way.”
And as if disrupting the mattress industry again wasn’t enough, Aussie e-commerce fave Koala also today launched a new brand identity and website in order to give Aussie consumers the best ever retail experience.
“Our new brand identity embodies a refined, grown up Koala without losing what makes the brand unique," Koala CMTO Peter Sloterdyk says.
"Combined with our brand new website, upgraded technology stack, and our incredible new mattress range, we are so very proud to introduce the all new Koala!
“It’s been a year in the making and to launch in such a big way on the same day is testament to the talent we have at Koala - we’re also celebrating the launch of a brand-new market today with South Korea opening its online doors.”
Creative agency The Royals delivered the full 360 campaign, from ATL advertising to TVC, innovation films and OOH.
The campaign is a cheeky take on the complex mattress lingo out there, paired with the actual feeling that embodies sleeping on the right mattress.
“Koala’s marketing has always been charming, clever and honest - with a dash of cheeky Aussie humour," Koala VP of marketing Australia, Leanne Glamuzina says.
“Launching with a ‘We’re Sorry’ message and leaving the audience in the dark for two days prior to launch, was the perfect way to create excitement and engagement with the brand.
“We’re also so proud to be the first brand ever to have a mattress range that is fully GECA certified so our customers can sleep soundly knowing their matty meets all health, sustainability and social impact criteria set by the country’s only independent, not-for-profit, multi-sector environmental certification program.”
Credits
TVC
Creative Agency: The Royals
TVC Production: Airbag
Director: Ariel Martin
Executive Producer: Alex Tizzard
DOP: Aaron McLisky
Editor: Mark Bennett
CGI : Airbag
Post Production: White Chocolate
Grade: Ben Eagleton
Sound design: Rumble
Casting: McGregor Casting
Innovation Video
Content & Stills production: The Kitchen
Director/Photographer: Juli Balla
Post Production: White Chocolate
Editor: Charles Ivory
Sound design: Rumble
Casting: i4 Casting
We are sorry video
In-house production
Features Martin Thomas
Cameo by Aaron Gocs (Sleazy salesman)
Director/DOP: Drew Dunbar
Copywriter: Matt Koo
Art Direction: Elana Robson
Director, Creative Content & Social Strategy: Kirsten Armour
Creative Director: Taylor Thornton & Marina Vasilieva
Producer: Nikki Jones
Social Creative Manager: Laura Haddock
