Australian furniture brand Koala has launched a campaign to celebrate its new mattress range and has debuted an updated webste.
Koala has taken to the soapbox to say “sorry” on behalf of the mattress industry that Koala believes is now awash with confusing lingo, complicating what it takes to get a good night’s sleep.
Creative agency The Royals delivered the full 360 campaign, from ATL advertising to TVC, innovation films and OOH.
Koala’s VP of global brand strategy & creative, Bradley Firth said: “Koala is a brand with integrity and that’s why, for this launch, it was important to call out just how simple selecting a mattress should be.
“For too long, the mattress industry has run rife with gimmicks and language that’s just plain confusing. So, Koala set out to challenge this,
“The ‘Sleep it Simple’ campaign actually keeps things simple. No sleazy salesman, no misleading tactics and no fancy words…just plain good comfort the Koala way.”
Koala’s CMTO, Peter Sloterdyk, said: “Our new brand identity embodies a refined, grown-up Koala without losing what makes the brand unique.
“Combined with our brand new website, upgraded technology stack, and our incredible new mattress range, we are so very proud to introduce the all-new Koala!
“It’s been a year in the making and to launch in such a big way on the same day is testament to the talent we have at Koala – we’re also celebrating the launch of a brand-new market today with South Korea opening its online doors.”
Koala’s VP of marketing Australia, Leanne Glamuzina, said: “Koala’s marketing has always been charming, clever and honest – with a dash of cheeky Aussie humour.
“Launching with a ‘We’re Sorry’ message and leaving the audience in the dark for two days prior to launch, was the perfect way to create excitement and engagement with the brand.
“We’re also so proud to be the first brand ever to have a mattress range that is fully GECA certified so our customers can sleep soundly knowing their matty meets all health, sustainability and social impact criteria set by the country’s only independent, not-for-profit, multi-sector environmental certification program.”
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