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Wakefit.co is a research and innovation-driven sleep and home solutions company established in March 2016. It was founded by Ankit Garg and Chaitanya Ramalingegowda, with a vision to democratize sleep and home solutions in India. With a portfolio that previously included mattresses, pillows, bed frames, mattress protectors, comforters, neck pillows, and back cushions, Wakefit.co has now expanded to include home products such as study tables, bookshelves, shoe racks, TV units, bedside tables, coffee tables, dining tables, towels, and more. It manufactures its products in-house at factories in Bengaluru, Jodhpur, and Delhi. It sells across the country through its own online portal and through other online marketplaces. Wakefit.co prides itself on its customer experience, with over 1 million customers serviced across six years.
As much as people care about mattress features, they care even more about finding the right mattress that suits their sleep patterns and needs. Ultimately, the goal is to help them sleep deeper and better. However, in the sea of options, there is bound to be confusion. Choosing a good quality mattress is as difficult as it is vital because not only are you buying it to spend 1/3rd of your day on it but also buying it for a long period that can go upto a decade. Hence, choosing the right mattress becomes a very high involvement decision.
To solve one part of the problem, Wakefit had already announced their 100 Day Buy and Try policy so that users are extremely confident. To go one level deeper, wakefit also wanted to engage users by helping them find the right mattress for them. For the same reason, wakefit and canvas designed an innovative and interactive mobile ad to break free of the clutter and try something only a handful of brands have experimented with.
The brand wanted to create awareness not only about the wide range of mattresses and the different benefits they hold for different people, but also about their incredible deals using an innovative ad format that would leave a lasting impression on the minds of the audience and create brand recall as well.
format
targeting
mCanvas suggested the use of their scroller ad format to create an interactive and solution based never-before-seen experience for their target audience.
This innovative engagements solution would allow the brand to drive higher awareness and brand recall.
The campaign was built around a solution-based approach to address the issue of poor sleep or insomnia. To leverage the best of Wakefit's products, and help the audience choose the best mattress for themselves, mCanvas used their innovative quiz feature, based on 'tap the button' sensor and scroller ad format.
The complete flow was designed to drive higher brand awareness and brand recall. the campaign was a success as the brand achieved the desired results.
reach
14.2 MN
engagement rate
1.2%*
avg time spent
8.8 sec
*6X higher than the 0.20% industry average of standard banner ads
57%
The percentage of impressions where at least one pixel of the ad was in-view with focus.
78%
The percentage of unfiltered impressions where at least 50% of an ad was In-View for at least one continuous second.
87%
The percentage of impressions where the ad surface was 100% on-screen for any period of time.
369%
The length of time in seconds that an ad has been active and In-View.
33%
Unfiltered impressions that were determined to be delivered to an invalid endpoint
Head of Brand, Wakefit.co
Instead of it just being a normal display ad, we wanted the users to engage with the brand and add value in the cluttered space of display advertising. We brainstormed and came up with the idea to help people choose the right mattress for them which is a valid consumer pain point according to our research. The simple yet effective journey that mCanvas created for Wakefit’s audience was interactive and efficient. We learned about the audience’s likes & requirements and delivered need based solutions with the scroller based ad format. The campaign helped us get ahead of the curve and generate awareness for all our mattress product offerings.
AVP Digital Media, Logicserve Digital
The 'tap the button' sensor combined with the innovative quiz feature was a simple but brilliant solution. The objective of the ad was to drive higher awareness and brand recall. The ad not only fulfilled its objectives but produced top-of-mind recall because of its creative design.