Emma brings to life HK's first outdoor bed and movie experience

Sleep brand Emma has partnered with Hong Kong's outdoor entertainment space The Grounds at AIA Vitality Park to help HongKongers get a good night's sleep outdoors.

This collaboration, exclusive to the Hong Kong market, comes as Emma doubles down on its commitment to help HongKongers awaken to their full potential of sleep by developing the best sleeping solutions created by a team of sleep experts. Emma believes a great day starts with a perfect night of sleep, and this should be accessible to everyone.

From 8 November until 10 December, Emma has created 14 "Emma Prime Pods" utilising its mattresses and bedding products, to invite guests to engage in Hong Kong's first-ever outdoor bed and movie revitalising experience.

Each pod has a plush bed that can accommodate two people and two sofa-style chairs, making each pod suitable for a group of four people, the company said.

A spokesperson from Emma told MARKETING-INTERACTIVE that the campaign targeted people in Hong Kong ranging from roughly 25 to 55 years old. "By partnering with The Grounds, we hope to reach Hong Kong’s mass public and make good sleep accessible to everyone in the city. Ultimately, our goal is to reach people who are looking for better sleep solutions," the spokesperson added. 

Don't miss: How deep do you sleep?

During the period, visitors to The Grounds can rest upon a selection of Emma’s products, ranging from pillows and mattresses to plush beds with "Scandinavian-style" bedframes, while watching Hollywood blockbusters and Christmas classics. 

To engage a wider audience, there will be opportunities on-site to win an upgrade to an Emma Prime Pod by completing the social media game at Emma kiosk on-site. The company added that it would invite influencers to experience the Emma Prime Pods for them to share their experience to their followers. Individuals can also head over to Emma’s Instagram and Facebook and submit their answers to the questions on the relevant post to get tickets to the event. Two winners will be selected each week to receive the Emma Prime Pod experience at The Grounds. 

In terms of promotion, Emma has leveraged earned media coverage and invited influencers to experience the Emma Prime Pods at The Grounds who can share their experience to their followers. Additionally, Emma has launched some out-of-home (OOH) placements on trams roaming around the city, and on television.

In terms of ROI measurement, the spokesperson said Emma understood the improvements of brand consideration and recognition, new fan acquisition on its Hong Kong social media channels, sign-ups to its Hong Kong newsletter, improvements on media and social media share of voice amongst competitors, and sales.

Emma believes that the partnership can impact marketers and advertisers in Hong Kong. "This is an exciting collaboration that brings brands from the sleep and entertainment industries together [...] It also provides our customers a tactile opportunity to interact with our product in ways they never could before—getting cozy in our mattresses for movie nights is much more immersive than 10 minutes in a showroom," the spokesperson said. 

Catalina Altomonte, APAC PR and communications manager, said: “We are delighted to bring this unique experience to HongKongers and give them the opportunity to experience the unparalleled comfort of Emma’s award-winning sleep products in a fun and entertaining setting."

Emma is a founder-managed sleep company founded in Germany back in 2013, and Hong Kong was the first Asian market that Emma expanded to in 2018. With a website and over 13 physical retail locations in Hong Kong, the brand is committed to bringing the re-energising sleep experience to consumers in the market.

The company said it has appointed the independent integrated communications agency Sinclair to help facilitate the collaboration between Emma and The Grounds.

Related articles:

Simmons defines sleep for consumers
Trouble sleeping? Philips launches the 'world's sleepiest website'
Ikea invites fans to have a sleepover