The mattress dominoes effect.
The Challenge
Our national TV campaign had positioned Bensons for Beds as the sleep experts with “Sound Advice. Sound Asleep.” It gave customers confidence in choosing a new bed and helped make Bensons for Beds their retailer of choice. The growth that followed created another challenge: recruiting more people for the warehouses, delivery teams and shop floor.
The Mind Hack
To attract new staff, we needed to show what made Bensons for Beds a great place to work. A team having fun together could say more than a dry recruitment ad ever would and with a warehouse full of mattresses, we had everything we needed.
The Idea
A huge team of employees lined up with mattresses and toppled backwards, one after another, setting a world record in the process.
The mattress dominoes video was posted on social and brought the team’s sense of fun to life - gaving prospective employees a memorable glimpse of the people they could be working alongside.
What started as a playful recruitment idea soon became a global talking point as news networks and publications across the globe reported the stunt.
The Results
The video supported the recruitment drive and also helped deliver a sharp spike in sales. It reached number four in YouTube’s most globally viewed videos for an entire week.
BBC One, ITV and Channel 4 News featured it, alongside coverage across the UK tabloid press. In the US, CNN, ABC News and ESPN picked up the story. Blue Peter even created its own version, beating our original world record. A video that cost less than £10,000 to produce delivered global media exposure worth millions of pounds.