Yawn me the song of fitness sleep
Bed market The agency Hochspannung is to anchor Riposa more strongly with a perky teaser campaign.
Bed market The agency Hochspannung is to anchor Riposa more strongly with a perky teaser campaign.
People spend at least a third of their lives asleep, and thus usually in bed. It is no longer a secret that the quality of the nightly surface also has an effect on the waking phases. When buying a bed, more and more people are focusing on the health aspect of a mattress or a slatted base. This is confirmed by Walter Schnellmann, owner and founder of Riposa AG Swiss Sleep: "Swiss customers are very sensitive to what they put in their bed frame. "Success in a stagnating market
In 2000, the former Bico boss founded the company in Bilten, Glarus, together with Max Rickenbacher - who was also previously with Bico. In addition to mattresses, Riposa Swiss Sleep also produces grids and the FlexBed bed line. Although the bedding market no longer has any growth potential, Schnellmann and Rickenbach are convinced of the success of their "innovative think tank for healthy sleep. Schnellmann is happy to provide information about the goals they are pursuing: After establishing themselves in the domestic market, they want to make the Riposa Swiss Sleep quality brand known abroad as well. After all, the Swiss are "world champions" in mattress construction, as the Riposa owner knows.
The world champion image is part of Riposa's corporate philosophy. Accordingly, the company has also chosen a multiple world champion as its communications testimonial: Former professional cyclist Urs Freuler supports the claim "Sleep like a world champion".
Together with various partners, Riposa designs its own advertising. "I don't have time to talk to agencies," admits Schnellmann, who was responsible for marketing until the beginning of this year. Since recently, his daughter Iva has been responsible for this area. However, nothing will change in terms of strategy: "If an agency has an unusual idea, we are ready to discuss cooperation," the Riposa boss continues.
Such an idea was presented by the Zurich agency Hochspannung. The teaser campaign with yawning people kept the media and the public guessing for the past two weeks. The various posters show models of all ages yawning heartily and decently - as without a hand held out. Since April 26, the rudeness has been corrected and the puzzle solved: "Sleep yourself fit," the inscription in the censor bar demands.
However, the resolution does not seem to be very clear for everyone. For example, the Tages-Anzeiger writes in its April 26 edition that the question arises as to who wants a mattress that makes people so tired. To this Schnellmann says: "Perhaps the resolution in the communication is a little too little clear." Nevertheless, the number of positive reactions shows that the message was very well understood.
HochspannungThe independent Zurich advertising agency Hochspannung was founded in March 2003 by Matthew Katumba, most recently a CD at Expo.02, and Alex Taiganidis, previously a copywriter at Guye Benker. Although the two young entrepreneurs started in a crisis year and without any clients, the client portfolio is impressive today: In addition to their work for Riposa AG, the creative agency also serves Phonak Schweiz AG, Hilti Schweiz AG, Bluewin, as well as the Zurich city police, Trottomundo, Nielsen Optik and KME. Last summer, the high-voltage creatives made a splash with the Second@s slogan "If more and more Swiss feel like Negroes, then the National Council finally needs a real one." The agency is domiciled in Zurich's Kreis 3 and today employs
three employees. (sk)
Eye-catching either way, the posters are meant to promote fit Riposa products. Critics find them misleading.
Simone Keller
People spend at least a third of their lives asleep, and thus usually in bed. It is no longer a secret that the quality of the nightly surface also has an effect on the waking phases. When buying a bed, more and more people are focusing on the health aspect of a mattress or a slatted base. This is confirmed by Walter Schnellmann, owner and founder of Riposa AG Swiss Sleep: "Swiss customers are very sensitive to what they put in their bed frame. "Success in a stagnating market
In 2000, the former Bico boss founded the company in Bilten, Glarus, together with Max Rickenbacher - who was also previously with Bico. In addition to mattresses, Riposa Swiss Sleep also produces grids and the FlexBed bed line. Although the bedding market no longer has any growth potential, Schnellmann and Rickenbach are convinced of the success of their "innovative think tank for healthy sleep. Schnellmann is happy to provide information about the goals they are pursuing: After establishing themselves in the domestic market, they want to make the Riposa Swiss Sleep quality brand known abroad as well. After all, the Swiss are "world champions" in mattress construction, as the Riposa owner knows.
The world champion image is part of Riposa's corporate philosophy. Accordingly, the company has also chosen a multiple world champion as its communications testimonial: Former professional cyclist Urs Freuler supports the claim "Sleep like a world champion".
Together with various partners, Riposa designs its own advertising. "I don't have time to talk to agencies," admits Schnellmann, who was responsible for marketing until the beginning of this year. Since recently, his daughter Iva has been responsible for this area. However, nothing will change in terms of strategy: "If an agency has an unusual idea, we are ready to discuss cooperation," the Riposa boss continues.
Such an idea was presented by the Zurich agency Hochspannung. The teaser campaign with yawning people kept the media and the public guessing for the past two weeks. The various posters show models of all ages yawning heartily and decently - as without a hand held out. Since April 26, the rudeness has been corrected and the puzzle solved: "Sleep yourself fit," the inscription in the censor bar demands.
However, the resolution does not seem to be very clear for everyone. For example, the Tages-Anzeiger writes in its April 26 edition that the question arises as to who wants a mattress that makes people so tired. To this Schnellmann says: "Perhaps the resolution in the communication is a little too little clear." Nevertheless, the number of positive reactions shows that the message was very well understood.
HochspannungThe independent Zurich advertising agency Hochspannung was founded in March 2003 by Matthew Katumba, most recently a CD at Expo.02, and Alex Taiganidis, previously a copywriter at Guye Benker. Although the two young entrepreneurs started in a crisis year and without any clients, the client portfolio is impressive today: In addition to their work for Riposa AG, the creative agency also serves Phonak Schweiz AG, Hilti Schweiz AG, Bluewin, as well as the Zurich city police, Trottomundo, Nielsen Optik and KME. Last summer, the high-voltage creatives made a splash with the Second@s slogan "If more and more Swiss feel like Negroes, then the National Council finally needs a real one." The agency is domiciled in Zurich's Kreis 3 and today employs
three employees. (sk)
Eye-catching either way, the posters are meant to promote fit Riposa products. Critics find them misleading.
Simone Keller
