Already the UK’s biggest online mattress retailer, Mattressman didn’t need any introductions. It had the expertise, the customer base, and the reputation for standout service.

But it didn’t have Vispring, perhaps the most exclusive and distinguished name in British mattress making. When Mattressman approached OneAgency, it came with an opportunity few retailers are given: launching Vispring in its flagship showroom with a targeted local campaign.

If successful, Mattressman would join the select list of UK retailers stocking Vispring mattresses, in store and online. But gaining Vispring’s trust would take more than a sales push.

The new campaign needed to be aligned with their brand values, heritage, and reputation – without losing what made Mattressman such a success in the first place.

Our first project with Mattressman, for us it wasn’t just about delivering results. It was about building trust, flexing our creative abilities, and showing that we could carry the weight of Vispring’s heritage, while also positioning Mattressman for a new, elevated future.

Founded in 1901, every Vispring mattress is crafted by hand in Devon, using only the finest natural materials: Shetland wool, horsetail, cotton, and cashmere. Exclusively made to order, mattresses made by Vispring’s craftsmen and women have graced the suites of the world’s most iconic hotels and the bedrooms of those who don’t put a price on a great night’s sleep.

Vispring is the definition of quiet luxury. And naturally, the brand only works with retailers who reflect its standards. So our campaign needed to do more than market a mattress. It had to capture a brand philosophy, while proving Mattressman, which is known for its value and volume, could also speak the language of luxury and legacy.

What does a Vispring campaign delivered by Mattressman sound like? It’s a good question – one that set the foundation for our strategy.

We quickly began to draw direction from the same space Vispring occupies: timeless, confident, and unmistakable luxury. So we turned to the past, finding inspiration in golden era campaigns that didn’t just sell a product, but a totally different way of living.

Rolls-Royce’s iconic print advertising, Cartier’s restrained elegance, Rolex’s understated confidence. It was all there – and, of course, Vispring’s story writes itself. It just needed to be one told online, on social media, and through direct mail.

Simplicity, strong storytelling, and allowing the product to speak for itself shaped everything from the visual language to the copy tone:

You give up things when you buy a Vispring mattress. Things like aches, pains, and sleepless nights.

To experience the luxurious comfort of a Vispring mattress, you don’t need to spend a night at the Dorchester. Step into our Norwich showroom and experience luxury like never before – at a price you won’t see again.

The voice was measured and assured, inviting the audience to discover something with a compelling call to action – rather than just an instruction to buy.

Creative was refined, elegant, and uncluttered. Layouts were composed. Tones from Mattressman and Vispring’s colour palettes were blended into a rich, seamless gradient and accented by a touch of gold to create a distinctive, undeniably luxurious design. By blending the two brands in a refined and balanced way, we gave the partnership a strong, coherent, and visually compelling look.

Typography did much of the heavy lifting, with a modern yet timeless serif font striking a balance between the contemporary and classic. Imagery let the product breathe. It was a campaign built on restraint – because that’s where quiet luxury lives.

The launch centred around a six-week promotional window and was supported by a limited offer for a 20% discount on Vispring products – available exclusively through Mattressman’s flagship Norwich showroom.

The campaign targeted select local audiences across the following channels:

• A direct mail and email campaign to existing Norfolk customers, supported by a printed brochure and in-store voucher.
• A targeted social media campaign split into awareness and conversion phases, with Meta and Google display ads, covering both static and motion-based visuals.

• A bespoke landing page hosted on a dedicated subdomain, built to reflect the feeling of a high-end brand and introduce Vispring’s legacy and product range, alongside a data capture incentive for an additional customer saving.
• Consistent in-store messaging and POS materials, ensuring every touchpoint reflects the same care and craftsmanship associated with Vispring’s product.

This campaign was about reaching the right audience, in the right way, at the right time. But it was also built to say: Mattressman belongs in this space.

The campaign wasn’t just a commercial success. It changed perceptions of where the Mattressman brand could exist. Namely, at a higher, more premium level without losing sight of who they’ve always been.

Vispring didn’t just love the creative – they offered Mattressman the contract. Mattressman can now sell Vispring mattresses online nationwide, unlocking a new chapter in their growth and placing them among a select handful of Vispring partners.

Our partnership with Mattressman is only just beginning – and together, we’re already shaping bold, beautiful ideas for the road ahead. So watch this space.