“Forming a strong relationship with the Fox Kalomaski team was one of the key factors in helping double the UK sales of AeroBed in 2007. Their clear strategic thinking really helped link the core AeroBed values into a very innovative and successful national advertising campaign.”
Foxkalomaski | Moving Millions - Aerobed - Our clients - Our Work
- TV
- Press
- Outdoor
- Radio
- Digital
- Direct Mail
- Door Drops
- Literature
- Promotions
- Exhibitions
- Strategy and planning
- Back to Our clients
Objective / Issue
Launch an unknown brand in the UK market...and a product that is relatively dull in real terms, but has many practical benefits to the owner. Over 40 million have been sold in the USA.
Think
Until now ‘Li Lo’ was the generic for a temporary bed. If 'Aerobed' was to elevate itself from this 'sector' it had to gain acceptable brand presence and positioning, the word ‘AeroBed’ needed to break into the British vernacular with real credibility and originality. There was a need to show that 'Aerobed' was a far more serious addition to the home than a 'LiLo'.
Create
A ‘before and after’ campaign demonstrating that an AeroBed is as comfortable as any bed and that you can ‘Turn any room into an AeroBed room’ was the key- highlighting the product's unique comfort, felxibility and convenience attributes in a 'normal' setting
Deliver
National Press and London Cross Track campaign talking to flat dwellers and growing families
MOVINGMILLIONS
Q4 sales outstripped forecasts two weeks before Christmas
AeroBed is now listed in all major retail groups and is the fastest growing temporary bed in the UK
