NavienMate
The Briefing
When speaking about condensing boilers and gas water heaters NavienMate is #1 in North America (i.e. NavienMate holds the largest market share). Our focused product was NavienMate’s ‘bed warming mattress topper.’ The unique selling point of NavienMate’s bed warming mattress topper is the fact that it uses ‘water’ to heat up the mattress pad, not electricity.
The challenge
The challenge was innate to the NavienMate’s product (the bed warming mattress topper) as educating misconceptions is always a great place to start. Some folks assumed that heating matters are harmful to one’s body/health… this proved to be false. In addition, heated mattress were not well-known in public and people had a tough time differentiating with old-style electric heating pads, which has a lot of issues (like – extreme electrical heat that leads to possible burns, harmful radiation and lack of automatic control). The product delivering the benefits of using a water-heated mattress pad as opposed to electric circumventing the previously stated issues.
The goal
Our goal with this project was simple and clear cut, helped NavienMate raise awareness, exposure, and the impression of their product.
The strategy
We open with a common situation and a question. Ryan is having a relaxing shower and we ask “Don’t you wish you could be this relaxed all the time”? From there we cut to him in bed on the NavienMate enjoying his bed. We keep the whole thing fun and light as it is easier to digest the information with a bit of humor.
Ryan, the talent in the video is representative of the target market (30~40 year old Americans) who may have the most interest in a product like this bed warming mattress.
As we have your attention we continue straight into an information dump speaking about the NavienMates easy setup, its wonderful technology, and its accompanying app that makes it easy to utilize. Ryan finishes his explanation in a fun way, we end as we started… with a question “What are you waiting for.”
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