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.

The mattress is a conventional looking product with 24 sensors inside.

To develop the product we ensured that the sensors would not be detectable or easily disabled. In the creative and technological process we rejected solutions such as air pressure sensors, elastic conductors, etc, as they were either unreliable or not fast enough. We ensured that the solution covered the most of the mattress and was still cost-effective.

Ultrasonic transducers were used because they can be introduced into the mattress, they are not detectable during use, offer a high refresh rate and allow us to know the pressure map of the entire surface with a reduced cost.

The User interacts with it only setting it up for the first time and recharging the battery once in a while.

The main functions (alerts) occur only when the mattress is in “suspicious” use.

A network of 24 ultrasonic sensors connected to a microcontroller that uses an algorithm trained to recognize the movements of a sexual act. Once any movement on the mattress is detected, it is analysed to see if it matches the defined pattern. If this happens, it sends a notification to the mobile user via a wireless connection to alert that there is activity on the mattress. The user connects to an iOS/ AndroidOS application where he or she can see the activity in real-time.

Stage: first fully functional unit

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