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Springwel blends business with a social cause

03-July-2012
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Springwel blends business with a social cause

‘Not getting a good night sleep? Feel tired even after a long slumber? It’s time you changed your mattress and if you are confused what to do with the old one, we have a suggestion – contact Springwel’.

This is no brand promotion – but a social cause that the brand has launched as a part of its new ‘Sleep Exchange’ campaign.

Springwel’s campaign promotes conscience buying. While there are many exchange offers available on every kind of product, Springwel has changed the meaning of exchange. The items that you would give away over here would buy you not only a new mattress at discounted price but also peace of mind, by giving the poor peaceful sleep.

The idea comes from an insight that over eight crore Indians are homeless – half of them children. They sleep anywhere they find a place – on pavements, under flyovers, on railway platforms, at bus stops or on park benches. The campaign combines business objective with a social cause. Besides giving the customer a discount, Springwel has tied up with NGOs running shelters for the homeless and donates the old mattresses to them.

Saatchi & Saatchi has worked on the ‘Sleep Exchange’ campaign for Springwel. The agency recently won the account sans any pitch. This is the first campaign that it has developed for Springwel. “The idea to donate old, but serviceable, mattresses to shelters for the homeless has allowed us to repurpose mattress for a larger good,” said Paramjeet Singh, Managing Director, Springwel talking about the campaign idea from Saatchi & Saatchi.

The idea reflects Saatchi’s philosophy of turning brands into ‘Lovemarks’, said Jaibeer Ahmad, Vice President, Saatchi & Saatchi, Delhi. He added, “Instead of relying on ‘er’ (better, thicker, softer) product benefits, Springwel will now be looked upon a brand that wants to make a difference to the larger community.”

This is the first time Springwel has tied up with a mainline agency and working on brand image at a larger level. The company has increased its marketing spends significantly but no numbers were shared.

Social media to get social

Springwel has chosen social media rather than mainstream media to publicise the campaign. A 60 sec film has been released on all social platforms. Saatchi & Saatchi is using Facebook to take the message to a larger audience, keeping them informed about on-ground events while uploading actual stories of homeless people and how they reached where they are.

Activities such as using pavements as Canvas to create larger-than-life chalk illustration of a homeless kid sleeping on the pavement are being organised in markets such as Delhi, Bangalore, Kolkata and Mumbai to garner attention to the cause.

Radio spots are also being considered in these cities to connect with larger mass. Springwel does not have any media agency on board yet.

“There has been a very good response to the campaign. We are getting requests from everywhere from people who wish to donate mattresses. There are many exchange programmes being run by various brands but this has a larger influence because of the social connect,” said Harinder Singh, Marketing Director, Springwel.

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