In the saturated market of online mattress buying, there was a need for Eyri Iceland to create a new narrative.
We tapped into the insight that when going through a divorce, the first purchase, after getting a good lawyer, is a new mattress. Your old mattress, is the most shared piece of your relationship. Keeping it around will be a constant reminder of the person you once shared that bed with. Getting a fresh start, means getting a new mattress. We wanted to make an unpleasant situation, a bit less unpleasant - so, if you have to lose half, then, so will Eyri. So, we offered people 50% off a new Twin sized mattress, using the code SPLITSVILLE. (edited)
This campaign included a billboard in Brooklyn, a cross-promo on Tinder for the recently single, a socially driven discount code for half off a new mattress, plus a splash page that comes equipped with an argue bot, for those who want a pointless argument with their ex.