casper — the extended version
THE ASK — TRANSFORM CASPER FROM A MATTRESS COMPANY TO A SLEEP COMPANY.
insert something here
HOW — TAP INTO A LARGE CULTURAL SHIFT
tap into something that would resonate with a large audience (cultural shift)
situation — 8 hours, at night, in bed.
8 hours, at night, in bed — that’s our gold standard.
TENSION — But no one is meeting this standard.
So if Americans know sleep is important to _______,
KEY FINDING — Why? BeCAUSE WE LIVE IN A HUSTLE CENTRIC WORLD.
why are only 10 percent of them getting the full 8 hours? Because in our hustle-centric world, sleep is at the bottom of our priority list.
INSERT SOMETHING HERE —
American’s are squeezing in sleep whenever and wherever they can to keep going. In fact, 45 percent of them admitted to sleeping somewhere other than a bed at least once a week.
opportunity — champion good sleep: anytime, anywhere.
Usher in a new era of sleep.
strategy
Make good sleep happen no matter the time or place.
situation & tension —————
america has an antiquated approach to sleep.
our culture has pushed on us the notion that 8 hours of sleep at night is the gold standard. as a result, many mattress companies are focusing their messaging and product development around things that support this belief.
what’s in a good night’s sleep?
well according to our standards it’s 8 hours, in bed, and you guessed it, at night… but almost no one meets it every single day. why? because in our “hustle-centric” world, sleep is at the very bottom of our priority list.
key finding & insight —————
bed isn’t the only place we sleep anymore.
Americans are squeezing in sleep whenever and wherever they can to keep going. In fact, 45 percent of them admitted to sleeping somewhere other than a bed at least once a week.
opportunity & target —————
its time to usher in a new era of sleep.
We’re on the cusp of a huge cultural shift around sleep — and it’s started with the work place. Offices are implementing nap pods and more flexible hours to accommodate busy lives. It’s the perfect time to champion good sleep — no matter the time or place.
our target? intermittent sleepers. With crazy schedules and pressure to always be on, this group needs someone to usher in a new era of sleep and help them maximize their current sleep routine.
the strategy —————
casper: good sleep — anytime, anywhere.
Disruption is in Casper’s DNA.
key finding & insight —————
bed isn’t the only place we sleep anymore.
insert description here
OPPORTUNITY & TARGET —————
champion good sleep — no matter the time or place.
insert description here
STRATEGY —————
casper — good sleep. anytime. anywhere.
insert description here