Endy is launching its Firm mattresses with a new short film that personifies what the line is all about. The Sleep Country-owned brand aims to promote the new offering as a lifestyle choice rather than just a sleep product, according to Endy’s VP of marketing Julia Cooper.

Cooper tells MiC that her team wanted to go beyond status-quo, stock messaging that relies on the benefits and characteristics of mattresses and instead create interest through a narrative-based, character-driven campaign. The film’s low-light depict a strong, disciplined woman.

To support the video, Endy is running OOH wild postings (pictured) across Toronto and Vancouver in the style of a movie poster, with reviews of the mattresses and a QR code leading to the full video on the brand’s website. There is also promotion on the web, email and social media, with clips from the film leading to the video. Media buying and creative was managed in-house.

This is the first time Endy has leveraged street-level ads as a channel. According to Cooper, the use of customer testimonials and branding reminiscent of Oscar-season award imagery “lent itself perfectly to the movie-poster genre.” She also says that the ads could complement the digital strategy, and allow Endy stand out in unexpected ways in its two key provinces, Ontario and British Columbia.

Using a different medium was also important for the company, which has been adapting its strategy to each new line, as each has a unique audience. Last fall, it launched the Plush offering with a digital-led campaign emphasizing comfort and indulgence. In contrast, Firm is touted as a more refined mattress 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,” Cooper adds.

While the media investment for this campaign isn’t huge, Cooper says Endy is using the launch as a test case, and if the brand sees positive traction, they may scale up in their following campaigns before the end of the year.