Online Mattress Seller Casper's New Soundboard Campaign Praises The Sanctity of Sleep

Casper, an online mattress start-up is not selling mattresses. It is selling sleep.

If you’re in the US watching TV between 2am to 5am, you may come across a series of surprising, yet comforting slo-mo's of alfalfa seeds sprouting, or wild salmon springing out of the water, all overlaid with soothing sounds of seventies elevator music. It then prompts the question, “can’t sleep?”. A hotline number appears, along with a reassuring statement that the call is free. No brand appears.

Call the number and you are served a menu of nine different sound experiences designed to help you fall asleep. Waterfalls, children’s lullabies, soft muffled sounds of conference calls… whatever rocks your cradle.

So, if you’re lying in bed tonight, pondering a brief, perhaps ask yourself what you’re really selling.