Endy is launching its firm mattresses with a short film that falls in line with the company’s goal to establish differentiated positions for each of its product lines.

Julia Cooper, VP of marketing at Endy, tells strategy that her team wanted to go beyond status-quo, stock messaging that relies on the benefits and characteristics of mattresses and instead draw in interest through a narrative-based, character-driven campaign. The film’s low-light depiction of a strong, disciplined woman rising to face another day falls in line with the brand’s ambition to present itself as lifestyle choice rather than just a sleep product.

“We wanted to lead not with product information and value propositions, but with an attitude,” Cooper says. “Firm is disciplined, it’s made to measure, it’s get up and go.”

Endy has been expanding its offerings in recent years with last year’s launch of the Plush line putting emphasis on comfort and indulgence. In contrast, firm is touted as a more refined product that Cooper says reflects the characteristics and preferences of its target customer.

“We know that choosing a firm mattress isn’t for everyone: It’s for those who know what they want and go after it, no apologies. It’s niche. So our strategy was niche too,” she says.

The new campaign is supported across Toronto and Vancouver by street-level movie posters complete with reviews and a QR code that takes customers to the full video on Endy’s website. Online promotion, email and social media are also included in the rollout.

Cooper says the use of customer testimonials and Oscar-style award imagery “lent itself perfectly to the movie-poster genre.” She also says the ads complement the Sleep Country-owned brand’s digital strategy and allow Endy to stand out in unexpected ways in its two key provinces, Ontario and British Columbia.

Cooper says media investment for the firm campaign falls into the low-budget category, but adds that Endy is using the launch as a test case and could scale up production values for future campaigns if the results are positive.

Media buying and creative for the campaign was managed in-house.