Challenge

The world of beds and mattresses is a highly competitive and saturated market. M line (part of Beter Bed Holding) introduced a new high-end collection within this landscape: M line Prestige. TD was asked to develop a distinctive proposition for this launch, supported by an impactful campaign aimed at the premium segment. In addition, the challenge was to position this new line effectively alongside the existing Performance collection. This required us to re-examine the M line brand as a whole.

Idea

Sleep is not a luxury; it is more than just rest. It is your secret weapon for the day ahead. We call this performance sleep: sleep that helps you get the best out of yourself during the day. Whether you aim for peak physical or mental performance, great days begin with the right night.

In the campaign, we see people preparing for an important day while they sleep. As they unwind in their M line bed, the arena in which they will deliver a top performance the next day comes into view. When they wake up fresh and sharp, they are fully ready. All underscored by the new brand theme and payoff: Get ready for greatness.

Result

For M line, this campaign marks the introduction of a completely new sleep proposition and a strategic shift from a functional to a more emotional approach. Building on the strategic proposition and creative concept, a 360-degree campaign was developed across the entire sales funnel, including TV, out-of-home, print, and radio. The website was redesigned, and M line also opened its first Brand Store in the heart of Breda.