Simmons Wins 'Marketing Frontier Award' with New Brand Campaign

Korean Marketing Association Recognizes Outstanding Marketing Cases

Simmons announced on the 29th that it received the 'Marketing Frontier Award' at the MAX (Marketing+AX) Forum hosted by the Korean Marketing Association for its new brand campaign, 'LIFE IS COMFORT'.

Simmons announced on the 29th that it received the 'Marketing Frontier Award' at the Korea Marketing Society MAX Forum held at Simmons Terrace in Icheon, Gyeonggi Province. From the left, Yeonseung Jung, President of the Korea Marketing Society, and Minsu Kim, CEO of Simmons, are posing for a commemorative photo at the award ceremony. Simmons

The Marketing Frontier Award has been presented by the Korean Marketing Association since 1993 to recognize outstanding marketing cases from domestic and international companies. The award is granted to companies that have demonstrated excellence based on a comprehensive evaluation across nine categories, including product differentiation and market leadership strategies, scientific marketing, efficient marketing communication, implementation of social responsibility, and enhancement of corporate image.

The forum, held under the theme "MAXing Brand Experience (Innovation through Marketing and AI)," was attended by more than 50 representatives from related companies and academia. The event featured an opening ceremony, corporate case presentations, a comprehensive discussion, and an awards ceremony.

Simmons introduced its new brand campaign, 'LIFE IS COMFORT', in April. The company conveyed the message, "Let us maintain an unwavering life in the face of any confusion," reflecting the spirit of an era where uncertainty has become the norm. This message was noted for resonating deeply with the public.

The campaign surpassed 100 million cumulative views less than two months after its video was released. Simmons expressed its signature creativity by boldly excluding AI technology and utilizing ambient sounds from everyday life instead of background music.

Simmons' leadership in promoting a culture of sustainable sharing was also cited as a reason for the award. The company has been running its ESG project, the 'High Five Sharing Project', since the 15th. Under this project, 5% of the consumer price for each Beautyrest Edison (Super Single size) mattress sold is accumulated as a donation to the Pediatric and Adolescent Center at Samsung Medical Center.

Yeonseung Jung, President of the Korean Marketing Association, commented, "The 'LIFE IS COMFORT' campaign reinterprets the brand message of 'unshakable comfort', which Simmons has consistently delivered over a long period, in a way that resonates with today's society and captures public interest. The recently launched ESG project also goes beyond simple donations, creating a participatory initiative involving the hospital, company, and consumers, which adds genuine meaning to the effort."

This content was produced with the assistance of AI translation services.