“Gonna Make Ya” Jump: How Mr. Mattress Turned a Billboard Into a Memory
A billboard that jumps is a hell of a lot more fun than “Save $200.”
That fun is the strategy.
The idea behind this Mr. Mattress creative was to build a memory, not win a transaction. We wanted something that hits fast, makes you grin, and sticks around long after the drive. The kind of thing your brain keeps replaying for no good reason, except it is catchy and your commute needed a little chaos.
Discounts are only useful in the exact moment someone is already shopping. If you are actively hunting for a mattress this week, a deal can tip you. If you are not shopping, the deal is just another number you forget before the next stoplight.
Only about 5% of buyers are in-market at any given time.
The other 95% are not thinking about your category at all. Byron Sharp talks about this as the 95/5 rule.
For retail, the real game is familiarity.
When people finally do enter the market, they suddenly become mattress-ad bloodhounds. Now they’re Googling. Now they’re clicking listings. Now they’re comparing prices and paying attention to promos and reading reviews. Most of that happens online, even if the purchase ends up in a store.
That’s where billboards do their best work with everything else you are running.
If Mr. Mattress is already lodged in your head before you start shopping, you’re more likely to click the paid search ad when you see it. More likely to trust a Facebook ad. More likely to stop scrolling when a promo shows up. More likely to choose the familiar name when you are staring at a row of nearly identical options on Google.
That is a way better outcome than hoping your discount catches someone on the one Tuesday they finally snapped.
A motorized billboard is no small feat. It takes a media partner like Durden Outdoor to make this a reality. We brought the “Jump Jump” energy. They brought the engineering muscle.
If you can make someone smile at 55 mph, you’re already done the hardest part. You earned the memory that makes the rest of your marketing work harder later.
Want to be the brand they remember when it’s time to jump?
Billboards can do more than announce a discount. They can make people remember you. If you want creative that gets attention now and helps your digital and search work harder later, reach out and we’ll jump on it.
