Mattress Firm, Inc., reports that it has launched a new campaign designed to drive awareness around technology in an unexpected place – the mattress. Titled “Technology to Power Off,” it showcases Mattress Firm’s most innovative mattresses from Serta Simmons Bedding (SSB).

To launch the campaign, tech icon Steve Wozniak joined Mattress Firm CEO Ken Murphy on stage at the Company’s annual leadership conference in Houston during a livestreamed keynote discussion about tech innovations and sleep. Mattress Firm is rolling out mattress technology from SSB, the largest bedding manufacturer in the United States. The event showcased the Serta iComfort® TempTouch™ and the Beautryrest Black® Hybrid.

“As a society, we line up for technology that keeps you constantly connected, yet we long for the ability to power off. Our partners at SSB continue to produce innovative products at an incredible value that are designed to do just that,” said Sicily Dickenson, CMO of Mattress Firm. “By using tropes from successful product launches, Droga5 brought the advancement in mattress technology to the forefront.”

The keynote kicked off a fully integrated campaign that showcases the mattresses with the same fanfare and techniques that are associated with new technology launches. The campaign will feature national and local TV, radio and digital distribution. Droga5 is the creative agency behind the campaign. For more information visit www.MattressFirm.com/TechReveal2017.

“Mattress Firm is in constant pursuit of solutions to help Americans sleep better and offer our customers a curated selection of the best sleep products,” said Murphy. “The collaborative partnership between SSB and Mattress Firm brings together renowned industry expertise and creates unparalleled choice and innovative products to help our guests get the best night’s sleep.”

The Serta iComfort TempTouch is a memory foam mattress with cooling technology that helps you sleep in cool comfort. The TempActiv™ Technology is a new temperature regulation system that dissipates excess heat while you sleep. The Simmons Beautyrest Black Hybrid, a mattress that combines memory foam with individually wrapped coils supported by triple-stranded Advanced Pocketed Coil™ Technology, has a conforming feel with exceptional support.

“Fostering a spirit of collaboration, this partnership brings together the sleep industry’s best in product design and innovation coupled with Mattress Firm’s national footprint to bring better sleep to people across the country,” said Michael Traub, CEO of Serta Simmons Bedding. “Through our shared commitment to our customers, these products ultimately deliver compelling value based on their individual needs and sleeping preferences.”

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