The only possible strategy was to position the brand as innovative and challenger through an impactful communication.

Taking advantage of the news that the infidelity crisis has skyrocketed worldwide and especially in Spain, -which already is the most unfaithful country in Europe-, our idea was the creation of Smarttress, the first smart mattress that lets you know if your partner is cheating on you.

Smarttress is a revolutionary and innovative mattress with ultrasound motion sensors that recognizes movement patterns typical of sexual relationships differentiating them from other movement patterns.

The mattress is connected to an app that warns you if your partner is using your mattress suspiciously providing detailed statistics of the sexual encounter.

Smarttress was introduced in a pop-up store in the most unfaithful district of Spain (Barrio de Salamanca) and was opened in a moment when media often talk about infidelity: "The International Kissing Day".

Journalists from mass media and regular people came to the shop to test the mattress out and to discovered the features of the app.

In parallel, the DR video was launched on the web and social networks through a video showing the technology and innovation in a fun tone which drove traffic to the Smarttress website

In only one week, the campaign reached more than 504 million people worldwide in mainstream media (TV, radio, online newspapers and magazines) including The Times, Le Figaro, The Guardian, FOX breaking news, AOL, Daily Mail, Huffington Post, The Telegraph, New York Post, The Mirror, NY Post, Forbes. It achieved more than 183 million impressions through social networks (Facebook, Twitter, Instagram).

It was featured in more than 800 media in 50 countries, including 130 top blogs - Techcrunch, Mashable, Ubergizmo, Refinery, WomansDay, FastCompany-, and 100 top influencers.

Its earned media value exceeds 12 Million Euros with no paid media investment.

In the short period since the launch, its YouTube promotional video (English and Spanish versions) achieved more than 440.000 views. The brand website received more than 16,000 unique visits and got 4,950 leads.

As a result of this launch, Durmet’s sales (of all resting products) grew by 402% in just one week

Instead of segmenting the target according to sociodemographic parameters we used a psychographic criterion. We launched a product which is just relevant for people worried about infidelity in their relationships.

Through a DR digital video, Durmet presented Smarttress, the first mattress that detects infidelity, and drove traffic to a website were all prospects could leave their data confidentially to try and buy the product.

This video became viral and was featured on mass media, so our direct marketing campaign was expanded organically with out paid media.

In order to get the attention of all media in Spain (and afterwards worldwide) we presented this invention in the appropriate form and shape to become news, generate media buzz and digital conversations.

The news that a small manufacturer created a cheat-buster mattress was of the interest to all media and influencers, because this storytelling connected directly with the Spanish popular culture.

Instead of segmenting the target according to sociodemographic parameters we used a psychographic criterion. We launched a product which is just relevant for people worried about infidelity in their relationships.

Through a DR digital video, Durmet drove traffic to a website were all prospects could leave their data confidentially to try and buy the product.

This video became viral and was featured on mass media, so our direct marketing campaign was expanded organically with out paid media.

Durmet is a small matresses’ company whose sales were concentrated in the Nortwest of Spain.

With a very limited budget, the company wanted to expand its footprint, increasing their brand awareness and differentiating the brand in a market with very little product differentiation.