10:PM is an Australian start up, selling Aussie-made eco-friendly mattresses to a younger audience (18-35). With no media budget, they briefed us to help launch the brand in a way that would drive fame and awareness.

Our solution was to hijack the millions of mattresses that are illegally dumped in Australia every year. Stained and soiled, they’re a gut-churning problem for the streets. But a game-changing way to launch a mattress brand. Lacking the budget to run billboards like our competitors, we created our own ‘Bed-verts’ - from their abandoned products. Condemning them as rancid and suggesting a better alternative from 10:PM.

Soon our mattresses received more attention than real billboards. Our mattress placements which were worth an equivalent of $1.6 million worth of out of home media. On social media, it garnered +5 million impressions in one week and reached 75% of Metropolitan Sydney. The campaign was extended through earned media, with 130+ of PR coverage, featuring across popular news and radio spots 9 Honey, The new Daily and Smooth FM. All for a $0 media budget.

Mattress start-up 10:PM lacked the media budget to advertise with OOH like their competitors. So we created a new, high-impact outdoor form of ambient media that was 100% free, made from competitor’s abandoned products. Every bed-vert was installed in the same suburb and street location as the original dumped mattress was found to ensure authenticity, and surprise bypassers in high traffic locations across Sydney.

Australian suburbs all have a distinct personality. Some of these personalities are well known by the public. For example Bondi is a haven for backpackers, Erskineville is dog-obsessed, Newtown is a food mecca and Darlinghurst is the LGBTQIA+ capital of Australia.With Bed-verts, we tapped into these suburb personas, by writing community-specific long copy billboards about mattresses, and the private and public personalities of the neighbourhoods they were found in.