We were briefed to produce a unique concept and brand partnership for the launch of Starfield, with an execution that would be disruptive, drive conversation amongst gaming fans and gain earned media beyond traditional gaming media i.e. lifestyle, technology, homes/interiors. Crucially, we were tasked with generating organic coverage (press and social media) – with no media budget for amplification, beyond the creation of the assets for the campaign. Furthermore, we were assigned with building brand awareness, reach and exposure for TEMPUR® beyond the traditional lifestyle, homes/interiors or e-comm pages via articles covering the campaign.

Goal #1: Build brand awareness, reach and exposure for Starfield

Goal #2: Boost digital reach

Goal #3: Expand brand reach/exposure to new global lifestyle, tech and home & interior audiences.

Goal #4: Align Starfield with TEMPUR® showcasing NASA heritage in authentic storytelling

Goal #5: Drive footfall to Xbox gaming conventions and flagship TEMPUR® store

We delivered a next-level immersive gaming experience, by creating “the Dream Chair”. It featured a hyper-detailed design referencing the game’s retro-futuristic “NASA Punk'' aesthetic; a dashboard loaded with switches, dials, and decals; a bespoke giant curved screen, twin joysticks; and most importantly, the futuristic chair was kitted out with the pressure-absorbing TEMPUR® Material, born from NASA technology, used in TEMPUR® mattresses. This gave gamers (and wider members of the public) the chance to experience Starfield’s revolutionary graphics from a throne fit for a space-faring sci-fi protagonist.

Audience Insight:

With a reported 39.1 million gamers in the UK spending an average of 4 hours 57

minutes gaming per week, the Dream Chair recognises – and boldly celebrates – the

value gamers place on their set-ups.

Brand Narrative:

"When one adventure ends, a dream begins". An authentic, deep connection between both brands. Positioning TEMPUR® as a forward-thinking, innovative and relevant brand by storytelling around its rich space age DNA.

Engagement Incentive:

30 custom branded TEMPUR® x Starfield neck pillows were created for giveaways at

Gamescom and seeding to influencers, press and key gaming creators to ensure

superior comfort while playing.

Premium Craft:

The Dream Chair has been designed and hand-crafted by Nicholas Alexander creative construction studio, whose previous work includes eye-popping installations for Louboutin, TUI and eBay. The creation faithfully recreated the chair and cockpit from the Starfield videogame.

The Dream Chair has been designed and hand-crafted by Nicholas Alexander creative construction studio, whose previous work includes eye-popping installations for Louboutin, TUI and eBay. The creation faithfully recreated the chair and cockpit from the Starfield videogame.

We debuted the chair at the global gaming convention Gamescom 2023 in Germany’s Cologne, bolstered by a flight through the game’s vivid star-faring universe. The German Vice-Chancellor even stopped by and jumped in for his own voyage.

The Dream Chair’s journey continued with an installation at the Xperion gaming centre in Cologne, the TEMPUR® flagship London store, the Paris Games Week festival and finally, telco retailer EE at London’s Westfield shopping mall, giving thousands the chance to experience it firsthand.

To boost digital activation, we drafted in a true Sci-Fi legend, the Timelord himself, David Tennant, who narrated an online teaser that announced the partnership and created a groundswell of hype and anticipation.

The result? Stellar! Consumers, covering the full spectrum from the general public up

to avid gamers, engaged in their millions, with thousands having the chance to

experience the Dream Chair in person.

• 733 million media impressions (organic)

• 523K estimated footfall

• 78.1 million social impressions (organic)

• 4.65 million estimated online views (organic)

• 50K+ Likes & Retweets

• Covered by 60+ media outlets

• Average domain authority of campaign coverage: 65

• 248% Year-on-Year increase in footfall to the TEMPUR® Westfield Stratford

store during the month of the Dream Chair’s residency (136 in Oct 2022 vs 337 in Oct 2023)