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Sleeping with a wink.

Three advertising posters from Swisspur on a wall in different colors with bedding and bedding offers from Swisspur, including box spring bed, electric bed base and down comforter, with prices in Swiss francs.

Three advertising posters for Swisspur on a wall show bedroom furniture: a grey bed on a pink background, an adjustable bed base on a green background and a white down comforter on a blue background, each with prices in Swiss francs.

Project:

Service:

Channel:

Year:

Swisspur

Development of a Brand Campaign

Campaign

2023

Project:

Swisspur

Service:

Development of a Brand Campaign

Channel:

Campaign

Year:

2023

SWISSpur stands for restorative sleep, long-standing tradition, and uncompromising quality - with a product range including beds, mattresses, duvets, pillows, and toppers, developed and manufactured in Switzerland. And because Swiss consumers not only value origin and craftsmanship, but associate genuine Swiss quality with a special sense of pride and trust, we chose to creatively place the “SWISS” in SWISSpur at the center of the campaign.

Hand holding a smartphone with an ad from Swisspur for a massive wooden bed called Madeira, price from 2,444.40 CHF.

Instead of classic product communication, we opted for a humorous approach that generates attention by playing with a well-known counterpart: IKEA. Hardly any brand is as present, as cliché-driven, and as deeply embedded in the collective memory. From hot dogs at the checkout area to complicated assembly instructions and unpronounceable PRÖDJKT NÄMES - we deliberately used these familiar images to position SWISSpur as a confident, high-quality, and service-oriented alternative.

Advertising from Swisspur for a standard Arosa box spring bed with a price starting at 1,771.90 CHF and an indication of free delivery, assembly and disposal.

Swisspur Billboard in a subway stop with a picture of a bed and the text: Our beds aren't easy to set up, but we'll do that for you anyway. Price: from 1,771.90 CHF.

Visually, the campaign intentionally references the design language of the Swedish furniture giant - bold, reduced, and color-intensive. Yet while the first glance evokes IKEA, the second triggers a smile: pointed headlines deliberately play with expectations - and break them charmingly in favor of SWISSpur.

Two smartphones show Instagram posts from Swisspur: On the left, a bed picture with Swedish and Swiss flags, on the right, a multi-part guide with the statement that Swisspur will deliver, assemble and dispose of it free of charge.

Two smartphones show Instagram posts from Swisspur of bedroom furniture, on the left a bed with Swedish and Swiss flags, on the right instructional graphics on delivery, assembly and disposal.

Instagram comment from swisspur: '@ikea tea lights are your thing. Sleep ours. 'with 128 likes and heart symbol on red background.

Comment from swisspur on red background: '@ikea tea lights are your thing. Sleep ours. 'with 128 likes and heart symbol.

The campaign was rolled out in physical retail, online, and across social media - with strong resonance. Humor served as the door opener, while the clear Swiss stance functioned as the key differentiator. As a result, SWISSpur was positioned not only as a premium provider, but as a brand with character that knows what truly matters: genuine sleep comfort - made in Switzerland.

Sleeping with a wink.

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