Bedding company comically replicates competitor’s OOH ad

Local mattress manufacturer Koala has created a comical spin off out-of-home ad, replicating its competitor De Rucci’s well known ad located at Melbourne airport.

The new Koala ad, located at Sydney Airport, has used the face of one of its product designers, Demetre Tryfiatis, to replicate De Rucci’s well known, serious face.

De Rucci. Image source: Twitter


Koala’s new billboard ad

“Australia’s least pretentious mattress” is the slogan the company has used.

The out-of-home ad which was created in-house, used Koala’s design team, creative team and in-house media team.

A spokesperson from Koala, said: “In keeping with this approach, we run all our design, creative and media in-house to provide agility and to eliminate inefficiencies. Our creative team came up with the campaign concept, and we were able to refine and execute quickly using internal resources in just a few days.”

“The mattress industry has long been plagued by misinformation and inefficiency. Koala’s ethos is to keep it real by eliminating superfluous layers of communication and offering a seamless customer experience, backed by Australian design and manufacturing.”

The mattress company has also adapted its name to ‘de Koala’ as part of the ad.

The billboard is located on Qantas Drive in Sydney near the International and Domestic terminals Sydney Airport.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.