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INSIGHT: Over half our time in bed has nothing to do with sleep.
STRATEGY: Let's move mattresses by showing that Emma supports your waking moments too.
PROPOSITION: Supporting you in every moment.
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Social - TikTok/Reels
Social ads filmed as if on the other side of the bed to you. Time triggered to run in the hours people
are most likely to be in bed on their phones. 
Activation - Pop-up mattress scenarios
A new way to test your future mattress. Each bed will feature a different activity that you are likely to engage in when you bring it home, from playing MarioKart to cuddling animals, pillow-fighting and working from home.
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