A shop completely dedicated for sleeping accessories is relatively a new idea. The visionaries behind this idea needed a good name of a global appeal, but a simple one which can be conveyed locally. KURIKKAL GROUP, holding more than 60 years of industry experience from 1953, turns to be the trailblazers for the idea of “Complete Sleeping Solutions” which offers more than what needed for a healthy sleep. The team behind this was about to set astonishing facilities inside the store, get everything needed for a better sleep at best rates which would be the ONE and ONLY showroom of its kind.
The project was very crucial as the brand has to get the attention locally while it should have a name and outlook of global appeal simultaneously. The brand being the first showroom of its kind in India was a spanking new dimension for sleep concepts, arrays stunning variety of sleep solutions from all major global brands along with cure-all services. The vision of the team behind the brand was to be a unique fusion of ground breaking business idea and awe-inspiring trade growth, across the world in coming years.
Being a branding and advertising agency Team Capio had the challenge to present a brand which is based on a new concept envisioned for healthy sleeping. Customers of the brand range from economy class to upper middle class and everyone in between. The team had to focus all these range of customers. Quantity basis sale is for economy segment whereas the other range focuses on quality. As the People are not aware of the importance of choosing the right sleeping products; customers are not ready to spend more on sleeping solutions. We needed to educate this kind of audience while thinking of a name for this brand. Moreover most orders that now the brand receives are through referrals. One of the biggest challenges is to increase the number of walk-in customers to the stores. Last and most important thing is what we introduce is a whole new concept.
A space for complete healthy sleeping solutions which includes branded sleeping products, a healthy sleeping clinic with facilities like meditation, counselling, massage centre, health club, consulting centre, old-class sleeping stores, coffee shop and rest house with 5 star facilities was the aim. And so far, there is no centre like this in India. As it is a new concept, we had no option to research about the competitors and their style of marketing. The team has to make vision book for the client as they were starting their business venture in a new style from zero.
The first step was to execute the thoughts and plans regarding an exceptional name and logo which has to be in line with the vision of the brand. Team Capio had to consider all these concepts of the group while checking for a brand name, logo and design for the brand.
After conducting a thorough study about the requirements and project, team Capio done a detailed documentation on the vision of the brand in which all the data including the possibilities, guidelines and strategies were included. We all know planning makes everything easy. Team Capio developed two different tag lines to introduce a whole new concept of “A single door to complete sleeping solutions”. They were “Healthy Sleeping Solutions” and “Complete Sleeping Solutions” which we thought either to improve or make it sync with the brand name. These two had one thing in common. Two different possibilities of the same concept. All customer classes are equally the centre of focus- the economy class and the above middle class.
Based on these two tag lines the team developed two brand names. Basing on the client’s vision i.e. easy to convey, international acceptance, catchy and simple and familiar, but spanking new concept, we suggested the name SLEEPERCOACH. The name was one of the most familiar words for each and every one and also grabs curiosity for the brand-a key factor for increasing walk-ins. The word “COACH” can also be interpreted as “AN INSTRUCTOR OR TRAINER FOR A GOOD SLEEP”. The other name suggestion “DREAM SELLERS” also well conveyed the idea of business line. This name has a huge scope for expansion in future and the Ad campaigns could be made based on the theme “Dream Sellers” and the name is very easy to relate with the business name. We had also put forward another name “EL TODO” which means “Everything” in Spanish. It is an attention driving name, which is short, simple, catchy and easy to pronounce and has also a global acceptance. The client preferred the first one i.e. “SLEEPERCOACH” over the others. Then the team stepped into the second phase of the project i.e. making of suitable logo and branding it.
Happy customers, Long term relationship of trust, Lifelong service, these were the core values of the brand. The team had to consider these core values while we do Social media marketing, Hoardings, FM, Vehicle audio ads, In-shop designs, Leaflets, Mobile vehicles etc.. As we all know now-a-days, the customers are becoming aware of the different sleeping solutions. The advertisements have to be done in such a way that once the customers start visiting the store they should feel the trust towards the brand. Content Marketing should be the focus of ads (Giving more importance to captions). There were also some restrictions and some points to be included while thinking of hoardings. The aim of the client was to educate/create awareness among the people. Wide sleeping store, importance of spending more in sleeping products, concept of replacing bedding products were the points to educate the audience. Moreover the content of the hoardings could educate people on this new theme/concept, giving importance to sleeping products, and it should convey that such products are available in the store. The team after lengthy discussions decided to have simple, creative captions with an interesting point which makes a common man feels “it’s right!”. The team also planned to execute the whole thought process on hoardings, which should have to be common man-centred and highlighting the urgent need of changing customer minds. The idea and images should educate the importance of thinking serious about sleeping products and the customer should start relating the sleeping products they use now. Ultimately the team also reached to a conclusion that captions need to be something that make people rethink.
We started the social media campaigns almost five months before the inauguration of the shop. We made social media posts in Malayalam which says that “It’s time to rethink”, “A sleeper coach to Kottakkal” which was eye-catching captions as the name SLEEPER COACH denotes something related to train or railway while the place where the shop was about to open does not have such train facilities . The team also planned to conduct a face book contest to give the brand more publicity. Initially the page hadn’t revealed anything about the brand except the brand name “SLEEPERCOACH”. The contest asked to comment a guess about “What is SLEEPERCOACH?”. And a selected few were offered prizes. We got a huge response within a few days.
Some of the attractive captions like WE WILL MAKE YOU SLEEP, GOOD SLEEP FOR SALE with striking illustrated characters in hoardings and posters got huge response from the public. The response of the different style in execution of our plan reflected in the inauguration programme of SLEEPERCOACH too. We regularly posted interesting variety posters related to sleep until the inauguration. A large number of people came at the SLEEPERCOACH showroom through our style of advertisement.
Capio tried entirely new style in the hoardings of SLEEPERCOACH. Malayalam captions with best suit images of men & children sleeping used in hoardings could convey what actually the brand is. When it comes to captions, the bigger the vision of the brand, the greater the efforts needed. We used Malayalam captions like “NALLA URAKKAM VIKANUNDU”, which could fulfil the purpose of a hoarding with in a second. The idea was well conveyed in a single sight. The hoardings placed at different locations gathered much public attention for the brand and could generate more visitors day by day. The theme and concept we followed has to be reflected inside the showroom also. After analysing the wall sizes and frames inside the store, one by one, done matching designs. The captions and patterns used well suits the brand image and identity so that the customers’ perception remains constant. The uniqueness in the concept along with caricature images and simple captions we chosen could win much appreciation. The whole idea, caption and images we used in branding an entirely new concept i.e. “Complete Sleeping Solutions” and based on the vision of the brand, we could create tremendous response in social media and could generate much enquiries regarding the showroom chain. The strategy worked out really well and the same reflected in the crowd gathered for the inauguration of the first show room at KOTTAKKAL and then at CALICUT. Being a branding agency the style and execution of an entirely new concept to the field and its eventual business success makes Capio proud. It is happy to announce our success and once more could prove that together a team we can execute any challenge offered by its future clients.