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DUXIANA: A CASE STUDY MAKING A CONSIDERED PURCHASE WORTH CONSIDERING
DUXIANA: A CASE STUDY MAKING A CONSIDERED PURCHASE WORTH CONSIDERING
THE GATE: WHAT WE DO
The Gate is an international advertising agency that specializes in making considered purchases
worth considering.
Our clients don’t market superficial, disposable products like shampoo or toothpaste.
Instead, they market expensive, complicated, hard-to- explain and differentiate products and services that
take thoughtful analysis and scrutiny before purchase.
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CONSIDERED PURCHASES
For products like these, if consumers buy the wrong product, it matters. It matters to their pocketbook. It matters to their
company’s success. It matters to their career success.
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CONSIDERERS VERSUS PURCHASERS
Considerers need to be treated differently.
They are better educated about what is possible, what is available and what a good product or service is and what it isn’t. They have high standards. They don’t succumb to fluff or obfuscation. Communications need to be smarter, more
thoughtful and more insightful.
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THE GATE’S CONSIDERED PURCHASE CLIENT
DUX beds from Duxiana Interiors, a proud family-run Swedish business since 1926.
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A very good bed costs less than a $1,000 and can be delivered in time for a restful sleep, tonight.
So, why for heavens sake would a consumer pay $4,000 to $10,000 for a DUX bed?
Talk about a purchase that takes a lot of consideration before buying.
DUX BED: A CONSIDERED PURCHASE
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An integrated communications program that gave upscale, sophisticated consumers reason to spend four to ten times
what they need to spend on a quality bed.
THE GATE’S DELIVERABLES
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Where does the DUX line of hand-crafted luxury and expensive beds fit in this prevailing world?
Years of being bombarded by sales advertising from Sleepy’s, Mattress Warehouse, 1-800-Mattress, Mattress King, etc.
have taught consumers to buy on deal, that all mattresses are essentially the same and that they are relatively inexpensive.
CONTEXT
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OUR INSIGHT
There are few items that we spend more “time” with than our mattresses and yet spend less time actually
objectively thinking about.
It is amazing what we put up with. When we think of our mattresses, we contemplate relaxing, comfortable
and restful sleep. And yet we put up with old, lumpy and concave mattresses which have a negative impact on
how well we sleep.
Mattresses wear out after seven years and yet, we hold onto them for over 10 years!
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THE CHALLENGE
Get people to actually think objectively about their mattresses so that they realize it is time to change it.
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THEREASONWHY
It’s time to replace your mattress with a DUX.
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WHY
WHO
HOWWHATFour times the number of
springs allows you to sleep an hour longer.
For the sleep-deprived where cost is no object.
It’s time to change your mattress.
A high-end, luxury mattress and retail
brand.
CREATIVE
CREATIVE SOLUTION: SHOW EMPATHY
The print effort captures the worst moment of someone having difficulty sleeping during one of the multiple times they wake up during the night. Copy identifies the real reason why they may not be sleeping – an old mattress – and suggests that “it’s time to replace your mattress.”
The digital component is a group of six different banner ads each focused on a digital clock timed to run at specific times throughout the work day. The digital clock in each ad shows the exact time as the viewer’s computer. Copy focuses on why people may be tired at that moment (early morning, back from a large lunch, late afternoon etc.) and suggests that the solution may be to replace their mattress with a DUX.
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PRINT AD: “CENTRAL PARK WEST”
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PPRRIINNTT AADD:: ““TTHHEE EESSTTATATEE””
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PRINT AD: “TRIBECA LOFT”
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DIGITAL BANNER: “REAL TIME”
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RESULTS Confidentiality agreements prevent us from bragging (humbly) about the program’s success.
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THE GATE’S FOCUS Making considered purchases worth considering.
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CONTACT
Beau FraserPresident
The Gate
212 508-3450
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DUXIANA: A CASE STUDY MAKING A CONSIDERED PURCHASE WORTH CONSIDERING
