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 discover the features of the app.

In parallel, the campaign 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.

With 0 Euros of media investment, a small mattresses manufacturer became the most famous resting products brand in the world, achieving a media coverage valued in 12 million euros thanks to an innovative idea: the creation of the first mattress that detects infidelity

The PR strategy was focused on spreading the news first on traditional mass media: TV, radio, national and international news sites, starting with Madrid, followed by Galicia and the rest of Spain, and amplifying Latin America, Europe and the rest of the world.

In addition to the presence in the mainstream media, technology and lifestyle media was targeted.

There was also previous coverage on social networks (teaser phase with news about infidelity) and a social media campaign from the launch, to link the product with in the debate about infidelity.

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.