NavienMate is #1 in Global Market Shares in condensing technology. Our focused product was NavienMate’s ‘Bed Warming Mattress Topper,’ which utilized water rather than the traditional electricity that many other companies use.
The goal here was to reeducate and correct the common misconceptions that bed warming technology was harmful to one’s body/health, and to differentiate between old-style electric heating pads– which had many health hazards such as possible burns, harmful radiation, and lack of automatic control– and the New ‘NavienMate Bed Warming Topper. ‘
With the innate negative implications towards the electric-heating mattress pad industry, such as, concerns about overheating, and lack of control, we wanted to highlight the aspects of NavienMate’s Bed Warming Topper that developed solutions that combated these original implications (ie: NavienMate, developed an automated app-controlled system to provide customers with increased authority and holistic control of their bed topper). We also wanted to raise overall product and brand awareness/exposure, and to positively market our their product.
Our strategy was a detailed 5-step process. First, we researched the general industry, including both the positive and negative implications of the industry. Next, we discussed with our client, what aspects of their product they wanted to highlight. From there, we created a specifically curated scene list for an advertisement that had a strong contrast between other heated bed toppers and Navienmate’s Bed Warming Topper. We did this by utilizing, tone of voice, costume changes, lighting, props, and backdrop colors to represent a total contrast between those who experience generic Bed Heating Toppers and Navienmate’s. We also wanted to understand and appeal to the target audience of potential buyers of the product, and therefore hired a talent that the audience could relate to, both in lifestyle and age.