"Sleep Well, Run Better"... Shinsegae Casa Launches Unique Mattress Marketing with Running Crews

Delivering the "Recovery" Message with Running Crews
Promoting Mattresses through the "Good Night Run" Event
Experiential Program at Materasso Flagship Nonhyeon Store

Shinsegae Casa has launched a unique marketing campaign promoting premium mattresses by focusing on "recovery" after intense physical exercise. Unlike traditional bed and mattress advertisements that mainly highlight relaxation and comfort, the company is using running crews and sports communities to dynamically emphasize the importance of sleep.

According to the industry on July 8, Materasso, Shinsegae Casa’s premium sleep brand, is rolling out the "Project Recovery" campaign in full swing to mark the third anniversary of its brand transition. With sleep increasingly recognized as a core element of "wellness"—a global lifestyle trend—the campaign aims to communicate the value of recovery through sleep to consumers.

On the 26th, running influencers participated in the 'Project Recovery' campaign at Materaso Flagship Nonhyeon located in Nonhyeon-dong, Gangnam-gu, Seoul. Shinsegae Casa

This year’s core target group for the campaign is running crews. The company noted that running has become a cultural phenomenon among young people, leading to greater interest in post-exercise condition management and recovery routines. Shinsegae Casa’s strategy is to naturally connect the message that adequate sleep is essential for physical recovery after intense exercise to the brand’s core values.

Under this strategy, Materasso held a "Good Night Run" social media event last month through its official Instagram account. Participants shared their own recovery routines—such as sleep, stretching, and sauna—on their social media along with photos verifying their running activities. According to Shinsegae Casa, there were about 200 posts related to the event, and the campaign content reached a cumulative audience of approximately 1 million people.

In particular, Shinsegae Casa is maximizing marketing synergy by actively linking the campaign with its first experiential flagship store, "Materasso Flagship Nonhyeon," which opened at the end of last month. To celebrate the store’s opening, Shinsegae Casa invited running influencers to the store on June 26. Attendees experienced Materasso’s brand story and mattress products firsthand before participating in a group run covering about 3 kilometers around the Nonhyeon-dong area.

Instagram post related to 'Project Recovery.' Materaso Instagram

It was also reported that some participants voluntarily conducted an "art-run," creating routes in the shape of beds and mattresses. An art-run is a unique running event that uses GPS records to draw the running path on a map. Posts sharing mattress reviews and art-run certifications on participants’ personal social media accounts reached an additional audience of about 1.5 million people, generating further promotional impact.

Shinsegae Casa plans to continue expanding the "Project Recovery" campaign through the end of this year. During the summer season, the company will run a program encouraging consumers to share their own recovery routines via social media to strengthen engagement. In the fall, Shinsegae Casa intends to upgrade and expand its offline programs. A company representative stated, "We will continue to raise awareness of the importance of recovery for a healthy life."

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