F.Y.I.

Koala launches the Bed Sofa, via Thinkerbell

Koala has launched the Bed Sofa (trademark pending), designed to be an optimal sitting and sleeping experience.

 

The announcement:

Koala, Australia’s most loved furniture brand, famous for their disruption of the mattress and furniture industry, has launched a brand new innovation – the ‘Bed Sofa’ (trademark pending). Not to be confused with the sofa bed, the Bed Sofa has been created to deliver an optimum experience for both sitting and sleeping.

James Whitta, Koala’s VP of product design and inventor of the Bed Sofa said: “The need for hybrid furniture has always existed – Koala’s Bed Sofa approaches it from a new perspective – one that put’s sleep at the forefront. By design, the Bed Sofa is first and foremost a bed, which can be easily turned into a sofa in under 4 seconds. We’re excited to be able to launch the Bed Sofa in time for the holiday season when many people will be hosting house guests.”

Positioned as ‘80% Bed, 80% Sofa’ – the Bed Sofa from Koala represents a completely new category within the Australian (and global) furniture industry. Today’s launch represents seven years of research and development in the sleep space after thousands of hours of collaboration between Koala’s founders, design, and product development and engineering teams.

With the holiday season fast approaching, hordes of family and friends are making preparations for extended stays; 70 percent of Australians expect to host guests this holiday season with almost half (44 percent) fessing up to some ‘guest bed guilt’, wishing they had more viable sleeping options to keep their family and friends comfy. The release of the new Bed Sofa ensures hosts can breathe a sigh of relief knowing a good night’s sleep is now guaranteed for their guests. Aussie icon and unashamed comfort seeker, Jessica Rowe, has jumped into bed as a proud ambassador of the Bed Sofa.

So excited with the innovation and to establish their ownership of the Bed Sofa category, Koala has applied to trademark the Bed Sofa, which was then turned into a full page press ad.

Never missing the opportunity to have a little bit of fun with their industry competitors, Koala also created a series of cheeky radio spots featuring calls to other brands’ customer care lines to highlight that they are the only brand to offer the Bed Sofa. The campaign also includes a suite of digital and social executions.

Koala worked with Thinkerbell to bring the idea to life through owned and earned channels.

Source: Thinkerbell

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