The Challenges
Kaymed are the forerunners in the mattress industry, innovating new sleep technologies and creating firsts within the industry. Based in Ireland, in 2010 they launched a revolutionary product which needed branding and communications developing to introduce it into the UK marketplace. Operating in an industry fraught by the economy, they needed guidance to understand how best to place a luxury product in the market.
Recognising the Opportunity
Insight with Passion saw the true potential of the product – knowing that its attributes would entice the UK market – they just needed to be communicated in a consumer-friendly way. After several consultations with Kaymed, IWP proposed a path which included building a ‘microsite’ to launch the mattress and a targeted PR campaign communicating to several different audiences.
The Insight with Passion Effect
Insight with Passion designed an interactive website that showcased the features of the new mattress and undertook a nation-wide PR campaign to get the message directly to the consumer, businesses and the important ‘players’ in the industry. IWP’s actions resulted in a nation-wide roll-out of the mattress, and significant media coverage in newspapers, trade press and radio.