URGENT!!!

We are looking for micro-influencers who would be able to create a video to post on their social media. You would need to go in-store tomorrow or on Friday morning to shoot the video!

BLUE ROCK SLEEP 

"Celebrating Over 40 Years of Innovation"

Campaign Overview

Blue Rock Sleep is launching its biggest brand campaign to date, celebrating more than 40 years of innovation behind South Africa's trusted sleep brands, LYLAX and Serta.

This is not simply a birthday campaign or another retail promotion. It is the launch of a new way of thinking about sleep and how people buy beds.

Our objective is to position Blue Rock Sleep as the home of innovation, education and accessibility, while celebrating the heritage of LYLAX and Serta and inviting South Africans to experience the future of sleep.

Brand Positioning

Blue Rock Sleep is:

* The Exclusive Authorised Distributor of LYLAX and Serta.

* The Official Factory Outlet.

* The Official Clearance Centre.

* Located at the LYLAX and Serta Distribution Centre.

* The destination where world-class sleep technologies become more accessible.

We are not positioning ourselves as another furniture retailer or discount bedding store.

We are positioning Blue Rock Sleep as an Innovation Centre for better sleep.

The Bigger Story

For more than 40 years, LYLAX and Serta have invested in innovation, research and support technologies.

Today, Blue Rock Sleep is making those innovations accessible to more South Africans than ever before.

This campaign celebrates:

• Over 40 years of innovation.

• Women's Month.

• Better support.

• Smarter ways to buy a bed.

• Making premium sleep more accessible.

Our Purpose

We believe the bedding industry has been educating consumers incorrectly for decades.

People have traditionally been told to buy mattresses based on:

• Firm.

• Medium.

• Plush.

These terms only describe how a mattress feels.

They do not explain how well it supports your body.

Blue Rock Sleep is introducing a new philosophy called Support First, helping customers make informed decisions based on support rather than feel.

Our ambition is to redefine how people buy beds.

Key Campaign Messages

Every influencer should naturally communicate some or all of these ideas:

1. Over 40 years of innovation.

2. Blue Rock Sleep is redefining how people buy beds.

3. Better support leads to better sleep.

4. Support First is replacing the outdated "Firm, Medium or Plush" buying model.

5. World-class sleep technology is more accessible than people think.

6. Blue Rock Sleep combines innovation, education and value in one destination.

7. Your dream sleep is closer than you think.

Launch Event

The campaign launches on 1 August and runs throughout the month.

Launch highlights include:

• Styles Mbatha broadcasting live from Blue Rock Sleep.

• Women's Month celebrations.

• Complimentary illy coffee for visitors.

• Anniversary celebrations.

• Product demonstrations.

• Sleep education.

• Factory clearance opportunities.

What We Want Influencers To Create

We do not want "shopping" content.

We want experience-driven content.

The content should make audiences feel curious enough to visit Blue Rock Sleep.

Example hooks include:

• "I never knew I'd been choosing a mattress the wrong way."

• "Support matters more than Firm or Plush."

• "This isn't just another bed shop."

• "I learnt something today."

• "The technology surprised me."

• "The buying experience is completely different."

• "I finally understand what proper support means."

The content should educate first and sell second.

Calls to Action

We want audiences to:

• Visit Blue Rock Sleep.

• Experience Support First.

• Meet the team. 

• Explore the latest LYLAX and Serta innovations.

• Take advantage of anniversary offers.

• Visit before limited clearance stock is sold out.

• Explore BlueRockSleep.com.

Creative Tone

• Authentic.

• Curious.

• Educational.

• Premium.

• Innovative.

• Accessible.

• Inspirational.

• Not sales-driven.

• Not discount-focused.

The emphasis should always be on innovation before promotion.

Campaign Taglines

1. Redefining How the World Buys Beds.

2. Support First.

3. Making Better Support More Accessible.

4. Over 40 Years of Innovation.

5. The Future of Sleep Starts with Support.

Success Looks Like

By the end of this campaign, consumers should no longer see Blue Rock Sleep as simply a retailer.

They should see it as the home of LYLAX and Serta, a destination for world-class sleep innovation, and the place where better support, smarter buying decisions, and premium sleep technologies are made accessible to every South African.

Every piece of content should leave audiences thinking:

"I need to experience this for myself."