Slumberland + TSI: Shopaphobia (60)

People would rather go to the dentist than shop for a mattress. They are suffering Mattress-shop-a-phobia— To have an extreme fear or aversion to shopping for a mattress. By diagnosing the ailment we could start suggesting a cure and differentiate Slumberland as the antithesis to other mattress retailers. We also positioned the sales force as empathetic Sleep Counselors - uniquely equipped to guide shoppers to the ideal TSI solution that solves their specific sleep problem. Shoppers could finally stop stressing and start sleeping with Slumberland.