How Matt Sleeps Advertises on Meta

# Ad summary This ad for Matt features the spring sale and promotes 25% off its customizable mattress. # Brand positioning The brand Matt is positioned as a leading provider of mattresses, recognized for its quality and adaptability. This is explicitly stated with the phrase 'Shop nu het beste matras van Nederland' which translates to 'Shop now for the best mattress in the Netherlands.' The brand's authority is further reinforced by the display of the 'BESTE UIT DE TEST' badge, showcasing its accolades and superior performance. The brand targets consumers who value quality and customization in their sleep experience. # Product The featured product is an adjustable mattress that provides a customizable sleeping experience. Its key selling points are its superior quality ('beste matras van Nederland') and the current promotional offer of 25% off during the spring sale ('lente sale profiteer je van 25% korting op het aanpasbare matras.'). The ad aims to remove the purchase barrier by offering a discount, making it more accessible and appealing to potential customers. # Visual style The ad utilizes a clean and modern visual style with a predominantly blue color scheme. The production quality is high, suggesting a studio-shot image. The mattress is shown in a close-up, highlighting its quality and features. The typography is large, bold, and easily scannable, aiding in readability. The overall style is platform-native, designed for in-feed viewing and quick comprehension. # Hooks Headline: LENTE SALE # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of consumers seeking a high-quality mattress in Netherlands, suggesting the frustration of not knowing which mattress is best. It is clearly stated with the phrase 'Shop nu het beste matras van Nederland. # Value propositions - Shop nu het beste matras van Nederland. Tijdens de lente sale profiteer je van 25% korting op het aanpasbare matras. # Benefits - beste matras van Nederland - 25% korting # Features - aanpasbare matras # Call to action None used. # Social proof - BESTE UIT DE TEST DEC 2025 - 11-VOUDIG WINNAAR # Point of view - Brand: The brand name is displayed at the top of the ad, establishing immediate brand presence and recognition. - Brand: The tagline 'Shop nu het beste matras van Nederland. Tijdens de lente sale profiteer je van 25% korting op het aanpasbare matras.' highlights the brand's quality and promotional offer, reflecting the brand's perspective. - External source: The 'BESTE UIT DE TEST' badge indicates the product has been recognized as the best in testing, providing third-party validation. - Brand: 'nu met: 25% korting' is the brand voice describing the offer. # Storyline - The ad begins with the phrase 'LENTE SALE' to draw attention to the spring sale promotion and encourage viewers to consider making a purchase during this limited-time event. The brand tells the viewers the sale is happening. - The ad then highlights the quality of the mattress, stating, 'Shop nu het beste matras van Nederland' and offers '25% korting op het aanpasbare matras.' This emphasizes the product's quality and the savings available, providing a customer's perspective on why to buy the mattress. - A visual demonstration of the mattress layers follows, as well as the brand's logo. The brand aims to reinforce the ad's message about the quality of the product and connect the mattress to the promotion.

# Ad summary This ad showcases Matt Sleeps bedding products, including an adjustable mattress topper, a partner comforter, and adjustable pillows. The ad demonstrates how the products can upgrade your sleep and offers a discount of up to 35%. # Brand positioning Matt Sleeps is presented as a brand focused on enhancing sleep quality and comfort. The brand promotes itself through demonstrations of its products in real-life scenarios. Rather than pitching complete mattress overhauls, Matt Sleeps' strategy is focused on customizability and modular upgrades. The brand values a comfortable and personalized sleep experience, showcased through adjustable products and partner-friendly bedding. Matt Sleeps positions itself as a solution for upgrading one's existing sleep setup, rather than completely replacing it. # Product The Matt Sleeps ad features three main products: an adjustable topper, an adjustable partner comforter, and adjustable pillows. The adjustable topper is designed to enhance sleep comfort and features two firmness options. The partner comforter is designed to be customized on each side, accommodating individual temperature preferences for partners. The adjustable pillows feature three zones of adjustable memory foam, allowing users to customize the pillow's support to their liking. All products are presented as easy to integrate into one's existing bedding, instantly upgrading one's bed for better sleep. # Visual style The ad has a bright and casual aesthetic, resembling a UGC-style demo. The editing is fairly simple with static shots and straight cuts. The production quality is consistent with a mid-range lifestyle channel with an organized presentation. The pace is moderate. # Hooks Spoken: 00:00–00:02 Female 1: Je hebt geen nieuw matras nodig om beter te slapen Text overlay: 00:00–00:02 Je hebt geen nieuw matras nodig om beter te slapen Visual: 00:00–00:02 A woman with short blonde hair, wearing a mauve sweater and purple pants jumps on a bed. The bed is covered in a bright green blanket. The wallpaper is yellow with a lemon pattern. The shot is at eye level and stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of not sleeping well. The ad claims that you don't need to buy a new mattress. # Value propositions - Upgrade your current bed with components instead of buying a whole new mattress - Customizable bedding to meet specific comfort and temperature needs # Benefits - Upgrade je slaap - Zo maak je je bed in één keer een stuk comfortabeler # Features - Adjustable topper with 2 firmness options - Partner comforter is per kant aanpasbaar - Aanpasbare kussen is traagschuim kussen in 3 zones # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – All of the shots feature a woman showing and describing the products. # Storyline - 00:00–00:02 A woman jumps on a bed with bright green bedding and yellow lemon wallpaper. - 00:02–00:04 She brings a large "matt" box to the bed. - 00:04–00:06 She sits on the bed with the box and then shows two "adjustable pillow" containers. - 00:06–00:08 She smooths out a white mattress topper with a blue border. - 00:08–00:10 The topper is shown with two layers of different densities that can be adjusted. - 00:10–00:11 The woman sits on the bed and sips tea while under a white comforter. - 00:11–00:16 The comforter is shown with labels indicating the comforter's temperature rating. - 00:16–00:17 Three pillows are stacked on the bed. - 00:17–00:20 An open pillow is shown to be filled with adjustable foam. - 00:20–00:24 A fitted sheet is placed on the bed, followed by a duvet. - 00:24–00:27 Pillows are put in their shams and placed on the bed before a comforter is laid on top of the bed. - 00:27–00:28 The woman jumps on the bed again.

# Ad summary This ad promotes the Matt Sleeps Hybrid Pro mattress. The ad highlights its customizability with modules of varying firmness that can be arranged to suit individual needs, especially for couples. It also notes that the mattress has been rated the most comfortable by the Consumers Association and offers a 120-night trial. # Brand positioning Matt Sleeps is presented as a brand that prioritizes personalized comfort and support in sleep solutions. The brand focuses on providing mattresses that can be customized to individual needs, offering a tailored sleep experience. Positioning itself as innovative and customer-centric, it stands out by challenging the traditional one-size-fits-all approach to mattresses, appealing to those who value customization and support. # Product The advertised product is the Matt Sleeps Hybrid Pro mattress. It features customizable pocket-spring modules in five firmness levels to allow users to adjust the mattress to their specific comfort and support needs. The mattress boasts 15,625 personalized configurations for ultimate customization. A dual-zone adjustability allows for individual settings on each side of the bed, accommodating different preferences for partners. The ad highlights the brand’s 120-night trial period and claims that the mattress is rated as the most comfortable by the Consumers Association. The product addresses the pain points of couples with differing firmness preferences. # Visual style The ad has a casual, user-generated content style, with simple editing and natural lighting. The production quality feels approachable and authentic, aligning with the tone of a personal recommendation. The pacing is steady, with cuts every few seconds, keeping the viewer engaged. # Hooks Text overlay: 00:00–00:02 Dit matras past zich gewoon volledig aan! 🥰 (text overlay) Visual: 00:00–00:01 A woman with long red hair wearing a black jacket and black pants is sitting on a mattress, about to lay back. She has a big smile on her face. The mattress is on a black platform. There is a second mattress in the background. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the difficulty of couples finding a mattress that suits both of their comfort preferences. The ad directly addresses this with the line: 'Door de dual-zone aanpasbaarheid kunnen jij & je partner je eigen kant instellen.' # Value propositions - Personalized comfort and support with 10 pocket spring modules - Dual zone adjustability for couples # Benefits - De ultieme aanpasbaarheid - Jij & je partner je eigen kant instellen # Features - 10 pocketveringmodules in 5 hardheden - 15.625 gepersonaliseerde configuraties - Dual-zone aanpasbaarheid # Call to action Shop nu met 25% korting tijdens de Winter Sale. # Social proof - Het meest comfortabele matras volgens de Consumentenbond – Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the customer’s perspective, as demonstrated through the casual, vlog-style visuals. # Storyline - 00:00–00:01 00:00–00:01 A woman jumps and lays down on a mattress. - 00:01–00:05 00:01–00:05 The scene transitions to the woman unpacking the rolled-up mattress from its plastic wrap. - 00:05–00:11 00:05–00:11 The next clip shows the woman removing the cover from the mattress to reveal black mattress pocket-spring modules. - 00:11–00:13 00:11–00:13 There is a shot of the woman’s phone screen as she configures her mattress using the Matt Sleeps app. - 00:13–00:17 00:13–00:17 The woman is then shown rearranging the individual modules on the mattress. - 00:17–00:20 00:17–00:20 The scene transitions to a close-up shot of the woman zipping the mattress cover closed. - 00:20–00:27 00:20–00:27 The final shot shows the woman sitting on the mattress with her baby.

# Ad summary This ad for Matt mattresses features a couple lying on a mattress with text promoting a spring sale with 25% off. The ad also highlights that the product is award-winning. # Brand positioning Matt is presented as a modern, award-winning mattress brand focused on providing adjustable comfort. The brand positions itself as the 'best mattress in the Netherlands' by highlighting a 'spring sale' promotion. By aligning with a relaxed, domestic lifestyle, Matt aims to occupy the space of a trusted provider of quality sleep solutions for the modern consumer. # Product The featured product is an adjustable mattress from Matt, designed for comfort and support. The ad highlights a 'spring sale' offering 25% off the adjustable mattress. The mattress is portrayed being used by a couple, suggesting it is suitable for shared sleep spaces. The ad also shows the mattress has been awarded as 'BESTE UIT DE TEST' (Best in Test) in December 2025 and is an '11-VOUDIG WINNAAR' (11-time winner). # Visual style The ad features a clean, modern visual style with a top-down product shot. The color palette is based on a blue background. The image is well-lit, and the product is prominently displayed. The ad uses a clear font and simple graphics to convey its message. # Hooks Headline: LENTE SALE # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Shop nu het beste matras van Nederland - Tijdens de lente sale profiteer je van 25% korting op het aanpasbare matras. # Benefits - Shop nu het beste matras van Nederland - profiteer je van 25% korting op het aanpasbare matras. # Features - adjustable matras # Call to action None used. # Social proof - BESTE UIT DE TEST DEC 2025 - 11-VOUDIG WINNAAR # Point of view - Brand: The text in the top section of the ad conveys brand messaging by announcing the spring sale and offering 25% off. # Storyline - The ad starts by announcing a 'LENTE SALE', signaling a seasonal promotion. The brand voice informs the audience of the promotional context. - The ad copy then informs the customer that they can shop 'the best mattress in the Netherlands'. The brand is attempting to inform the customer about the product. - The promotional text mentions that during the spring sale, the customer benefits from a 25% discount on the adjustable mattress. The brand is highlighting key value propositions. - A top-down shot of a couple lying comfortably on the mattress is shown. The visual reinforces the product's comfort and usability. - A badge highlights that the mattress has won 'BESTE UIT DE TEST' (Best in Test) in December 2025 and is an '11-VOUDIG WINNAAR' (11-time winner). An external source validates the product's quality.

# Ad summary This image ad for Matt mattresses features a couple placing a mattress on the bed frame. The text in the ad details an offer for 25% off the featured customizable mattresses as part of a spring sale. The ad also features a badge that states their mattress as "BESTE UIT DE TEST" (Best in test). # Brand positioning Matt is presented as a provider of high-quality, customizable mattresses. The brand emphasizes its recognition as the "Best in Test" by Consumentenbond, suggesting a focus on quality and reliability. The spring sale offer (25% off) further positions the brand as customer-friendly and value-driven. The overall tone is practical and trustworthy, aiming to appeal to consumers looking for a reliable and comfortable sleep solution. # Product The featured product is a customizable mattress designed for comfort and support. The ad highlights a spring sale, offering 25% off. The product is shown being placed on a bed frame by a couple. The ad also notes that the mattresses are "BESTE UIT DE TEST" (Best in test). This mattress is for anyone looking for a customizable mattress. # Visual style The ad uses a clean, modern visual style with a focus on showcasing the product in a realistic setting. The production quality appears to be professionally shot, likely in a studio with controlled lighting. The color palette is neutral and calming, with beige, gray, and navy tones dominating the scene. This creates a sense of comfort and reliability, aligning with the product's purpose. The typography is clean and legible, ensuring the message is easily scannable. The overall effect is a blend of aspirational lifestyle imagery with clear product information, designed to capture attention and convey trust. # Hooks Headline: LENTE SALE # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The customizable mattress allows customers to create their ideal comfort and support system, resulting in a better night's sleep. - 25% korting op het aanpasbare matras (25% discount on the customizable mattress) # Benefits - Shop nu het beste matras van Nederland. (Shop the best mattress in the Netherlands) - profiteer je van 25% korting op het aanpasbare matras. (benefit from a 25% discount on the customizable mattress) # Features - aanpasbare matras (customizable mattress) # Call to action None used. # Social proof - BESTE UIT DE TEST DEC 2025 (Best in Test Dec 2025) - Consumenten bond # Point of view - Brand: Top caption and discount, to show that the advertised brand has mattresses for sale. - Customer: The couple placing the mattress on the frame is showing the product from a consumer's point of view. # Storyline - The ad opens with a seasonal promotion called "LENTE SALE" (Spring Sale), signaling a limited-time offer. This message is conveyed from the brand's perspective, aiming to attract immediate attention and create a sense of urgency. - The ad continues with a description of the sale, stating that customers can "Shop nu het beste matras van Nederland" (Shop the best mattress in the Netherlands) and "profiteer je van 25% korting op het aanpasbare matras" (benefit from a 25% discount on the customizable mattress). This is told from the brand's point of view to inform consumers about the value of their product. - The couple is placing the mattress onto the bed frame to demonstrate how easy it is to setup. This is shown from the viewer's perspective to showcase a simple setup.

# Ad summary This ad for Matt features a close-up of a mattress with a white cover being partially peeled back to reveal a light blue layer underneath. The ad highlights a spring sale with a 35% discount and boasts that the product has been named 'Best in Test' by Consumentenbond, a consumer organization, multiple times. # Brand positioning Matt is presented as a brand that focuses on quality and value, as evidenced by the awards and discounts highlighted. The brand aligns with a practical and reliable positioning, with a focus on providing a well-tested and affordable sleep solution. It leverages external validation through the 'Best in Test' award from Consumentenbond, emphasizing its commitment to quality and consumer trust. The brand seems to ignore industry norms that focus on luxury or high-end branding, instead promoting accessibility and proven performance. # Product The featured product is a mattress, consisting of a white removable cover and a light blue comfort layer over a navy base. The product is designed for consumers seeking high-quality bedding at an affordable price. Key selling points include the mattress's spring sale discount of 35% and the fact that it has been named 'Best in Test' by Consumentenbond in December 2025. The ad targets potential purchase barriers by highlighting the product's affordability and reliability, validated by an external organization. # Visual style The ad has a clean and direct visual style, with a focus on highlighting the product and its key selling points. It features a high-quality product shot with sharp lighting and clear text overlays. The design uses bold typography and contrasting colors (blue, white, and red) to create a visually appealing and scannable image. The overall aesthetic is modern and professional, aiming to convey trust and value. # Hooks Headline: LENTE SALE # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies that customers may be hesitant to invest in a new mattress due to concerns about quality and price. The ad alleviates this concern by showcasing the mattress’s award and discount. # Value propositions - Proven quality through awards - Affordable price through discounts # Benefits - Quality sleep product - Discounted price # Features - Best in Test (Award) - 35% korting # Call to action None used. # Social proof - BESTE UIT DE TEST DEC 2025 # Point of view - Brand: All text and badges communicate the brand's value proposition and product features to the audience. - External source: The 'BESTE UIT DE TEST' badge provides an endorsement from Consumentenbond, an organization external to the brand. # Storyline - The ad opens with a bold announcement of a 'LENTE SALE' (Spring Sale), grabbing attention with a seasonal promotion. This message is delivered from the brand’s perspective, aiming to immediately engage viewers with a discount. - Next, the ad highlights the product's credibility and quality by showing the 'BESTE UIT DE TEST' (Best in Test) badge from Consumentenbond. This is a claim from an external source intended to build trust and demonstrate the product's superior performance. - The ad emphasizes the mattress's repeated recognition, noting '11-VOUDIG WINNAAR' (11-Times Winner), reinforcing the product’s reliability and consistent quality. This statement is made by the brand, building further confidence in the product's long-standing performance. - The final beat reveals a 'nu met: 35% korting' (now with: 35% discount) message overlaid on the product itself, creating a sense of urgency and offering an immediate incentive to purchase. This is the brand communicating the direct value proposition of the current promotion.

# Ad summary Image ad featuring a man doing a handstand on a Matt brand mattress. The ad highlights the mattress's support and power. # Brand positioning Matt is presented as a brand that focuses on the importance of a strong foundation for overall power and well-being. The brand is positioning itself as a key component in achieving a powerful start to the day, suggesting that their mattresses provide the necessary support for physical activity and overall vitality. The language used in the ad (referring to 'power' and 'support') implies a functional yet empowering positioning, highlighting the direct benefits of using the brand's product. # Product The product featured in the ad is a mattress by Matt. The mattress has a white top layer and a dark blue bottom layer. It is shown being used for a man doing a handstand on it at 7:00 in the morning. The ad suggests that the mattress provides the right support, which is essential for a powerful start to the day. The ad aims to break down potential purchase barriers by demonstrating its suitability for physical activities, highlighting the mattress's ability to provide support, and promoting the idea that a good mattress can contribute to overall power and well-being. # Visual style The ad has a clean and modern visual style. The production quality looks high, suggesting a professional studio shoot. The lighting is bright and even, creating a sense of clarity and highlighting the product. The image treatment appears to be minimal, focusing on natural colors and tones. The typography integration is simple and legible, using a clean sans-serif font. The overall style feels native to social media platforms, aiming for a balance between high-quality visuals and an authentic, relatable aesthetic. # Hooks Headline: 07:00 never felt this powerful # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Power begins with the right support. # Benefits - Powerful # Features - Support # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV used in the image is of the brand, seen in the text at the top that reads, '07:00 never felt this powerful,' implying that the brand is responsible for the feeling of the person in the ad. # Storyline - The ad starts by setting a specific time, 07:00, to emphasize the start of a new day, conveying the message that the product is relevant and contributes to one’s morning routine. The brand shares the point of view here to set the scene for their product's role in the user's day. - The ad continues by stating, 'never felt this powerful,' suggesting the user's increased strength or energy levels, with the brand implying that the product is a contributing factor. The brand is highlighting the potential outcome of using their product. - The man is doing a handstand on the mattress, which demonstrates the mattress's support and stability, showcasing how the product can enable physical feats and enhance one’s physical capabilities. The customer's experience shows the viewer what is possible with the brand's product. - The copy on the additional graphic, 'kracht begint met de juiste ondersteuning' (power begins with the right support), reinforces the idea that the product is essential for power and strength. This is the brand's point of view and reinforces the core benefit of the product.

# Ad summary This is a product demonstration ad that features a man describing the Matt Sleeps mattress and how it solves the problem of having a mattress that doesn't fit your unique body and sleep style. # Brand positioning Matt Sleeps is presented as a brand that challenges the notion that one mattress fits all. The brand is positioned as innovative and customer-centric, offering a customizable solution that caters to individual needs. It aligns with a lifestyle that values personalized comfort and ergonomic support, pushing against the norm of generic mattresses. The brand's positioning is both functional, focusing on the product's adaptability and support, and emotional, emphasizing the comfort and well-being that come with a tailored sleep experience. The brand focuses on ergonomic support to help prevent being stiff and waking up with pain. # Product The Matt Sleeps mattress is a customizable mattress designed to address the issue of varying body weights and sleep preferences between partners. It features six adjustable hardness levels that can be tailored to individual needs, ensuring optimal ergonomic support. This adaptability caters to changes in weight or sleep habits over time. The mattress promises to provide the right support for any body type, preventing issues like sinking too much or not enough, which can lead to stiffness and pain. A key USP is its ability to be adjusted in just two minutes to match one's weight and preferred sleeping position. Additionally, the product addresses purchase barriers by offering a 120-day risk-free trial, reinforcing the brand's confidence in its product's ability to meet individual needs. # Visual style The ad has a polished yet casual aesthetic, resembling user-generated content with a personal touch. The editing style includes quick cuts to maintain engagement and static shots for product demonstrations. The production quality is high, balancing commercial appeal with a relatable UGC feel, which is supported by the presenter's casual tone. The pacing is consistent, with audio-visual sync that aligns with the presenter's speech. # Hooks Spoken: Male 1: Mijn vriendin en ik sliepen jarenlang op hetzelfde matras met dezelfde hardheid. Text overlay: Mijn vriendin en ik sliepen (Caption) / jarenlang op hetzelfde matras (Caption) / met dezelfde hardheid. (Caption) Visual: 00:00–00:04 A man with short, wavy brown hair stands on a white mattress with a decorative tan wooden wall behind him. He is wearing a dark blue t-shirt and light grey shorts. There are a pair of blue weights and a book on the mattress. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of using a generic mattress that doesn't cater to individual body types or sleeping preferences. This can lead to discomfort, inadequate support, and waking up with stiffness or pain. "Dan zak je niet genoeg in, krijg je te weinig ondersteuning op de juiste plekken en word je stijf en met pijn wakker." # Value propositions - Personalized comfort: Adjusting the mattress hardness to match individual body weight and sleep position. - Risk-free trial: The 120-day trial period underscores the brand's confidence in customer satisfaction and product efficacy. # Benefits - Zodat het altijd precies bij jouw lichaam past. - Krijg je te weinig ondersteuning op de juiste plekken - word je stijf en met pijn wakker. # Features - 6 hardheden - Je past het aan op jouw gewicht en slaaphouding in 2 minuten. - Je test het 120 dagen zonder risico. # Call to action Shop nu # Social proof - Male 1 (Customer): Mijn vriendin en ik sliepen jarenlang op hetzelfde matras met dezelfde hardheid...compleet idioot eigenlijk # Point of view - Customer 100% – The presenter acts as a typical customer sharing the problems he's experienced with regular mattresses and sharing how this new mattress solved his problems. # Storyline - 00:00–00:08 The presenter introduces the problem of couples sleeping on the same mattress with the same hardness, which doesn't account for differences in body weight. - 00:09–00:15 The presenter explains that most people forget that everyone has a different body type, and a mattress needs to be properly aligned to suit the person's differences. - 00:15–00:28 The presenter provides examples of the impact on people weighing 65kg or 100kg if they use an un-customized mattress. - 00:29–00:33 He explains that people continue buying generic mattresses as if everyone's body is the same. - 00:34–00:36 The presenter reveals that the Matt Sleeps mattress solves all these problems. - 00:36–00:47 The presenter describes that it consists of six hardnesses that can be adjusted to your own body and weight. - 00:48–00:50 The presenter tells the audience that you can test it for 120 days, risk-free. - 00:50–00:54 He concludes that the mattress can now also be as unique as your body.

# Ad summary This ad for Matt features an image of a person performing a handstand on a bed, implying that the mattresses are durable and comfortable enough to support this activity. The ad targets people who have trouble sleeping, regardless of how early they go to bed, and it claims that the featured mattress provides optimal pressure distribution and offers a 120-night trial. # Brand positioning Matt is presented as a brand that offers solutions for people who struggle with sleep. The brand is positioned as a provider of mattresses designed for comfort and support, promoting a functional benefit of optimal pressure distribution. The brand also emphasizes a customer-centric approach by offering a 120-night trial, indicating confidence in their product's ability to improve sleep quality. There are no apparent efforts to directly compete or disrupt mattress industry norms; the approach seems to be more focused on providing practical benefits and assurances to potential customers. # Product The ad features a mattress designed to improve sleep quality. The mattress is promoted as providing "Optimale drukverdeling," suggesting that it evenly distributes pressure to enhance comfort. The product is designed for anyone struggling to sleep, regardless of how early they go to bed. A key selling point is the "120 nachten proefslapen" (120 nights trial sleep), which addresses the purchase barrier by allowing customers to try the mattress risk-free and ensure it meets their needs. The mattress also has been recognized as "BESTE UIT DE TEST" (best out of the test) and "11-VOUDIG WINNAAR" (11-fold winner), suggesting that the product has been tested and validated by external sources. # Visual style The ad has a clean and modern visual style with a focus on simplicity. The production quality appears to be highly polished, with studio-style lighting and a minimalist aesthetic. The background is a gradient from light to dark blue, providing a clean backdrop for the central image. The typography is large and bold, and there is a grid layout with the product features. The overall style feels native to social media feeds, aiming for scannability and stop power through its clear and direct presentation. # Hooks Headline: Kun je niet goed slapen, hoe vroeg je ook naar bed gaat? # Funnel stage Middle of funnel (Consideration) # Pain points The ad is clearly addressing the pain point of not being able to sleep well, as explicitly stated in the question: "Kun je niet goed slapen, hoe vroeg je ook naar bed gaat?" # Value propositions - Optimal pressure distribution: Designed for comfort and support - 120-night trial: Providing customers to try the mattress risk-free and ensure it meets their needs # Benefits - "we got you" - implying that the brand provides a solution to the problem of not sleeping well # Features - Optimale drukverdeling - 120 nachten proefslapen # Call to action None used. # Social proof - BESTE UIT DE TEST - 11-VOUDIG WINNAAR # Point of view - Brand: The text at the top and bottom, along with the central image, positions the brand as a problem-solver for those struggling with sleep. - Customer: The initial question speaks directly to the customer's experience of not being able to sleep well. - External source: The "BESTE UIT DE TEST" and "11-VOUDIG WINNAAR" labels showcase that the mattress has been recognized as a top performer in testing. # Storyline - The ad opens with a question "Kun je niet goed slapen, hoe vroeg je ook naar bed gaat?" (Can't sleep well, no matter how early you go to bed?), which is meant to grab the viewer's attention and acknowledge the problem of poor sleep. The brand is speaking directly to anyone who struggles with sleep, setting up a problem/solution framework. - The visual of a person doing a handstand on a bed is used to demonstrate the product's durability. The brand uses this image to suggest the customer can trust that the mattress provides sufficient support and comfort, which challenges traditional norms for a mattress ad. - The ad closes with proof points of "Optimale drukverdeling" (optimal pressure distribution), "120 nachten proefslapen" (120 nights trial sleep), and "BESTE UIT DE TEST" (best out of the test), and "11-VOUDIG WINNAAR" (11-fold winner). The brand is explaining why this is the best solution for their sleeping problems.

# Ad summary This ad showcases a Matt velvet boxspring bed with a discount offer and highlights its features like a 25-year guarantee, free delivery and installation, and production in the Netherlands. # Brand positioning Matt is presented as a brand focused on quality and customer satisfaction in the bedding industry. The brand emphasizes durability with a 25-year guarantee, convenience through free delivery and installation, and local production in the Netherlands. This positioning suggests a commitment to reliability and service, appealing to customers who value long-term investment and hassle-free experiences. The brand seems to push against the norm of short-term, disposable furniture by highlighting its long-lasting guarantee. # Product The featured product is a velvet boxspring bed. It includes a headboard with vertical channel tufting, a boxspring base, and a mattress topped with white bedding and pillows. The bed is shown in a deep green velvet upholstery. The ad highlights several key features: a 25-year guarantee, free delivery and installation, and production in the Netherlands. These features aim to address purchase barriers related to product longevity, setup convenience, and origin transparency. The ad conveys that this bed is a worthwhile investment due to its durability and the added convenience of free delivery and installation. # Visual style The ad features a clean, studio-shot aesthetic with a focus on showcasing the product in a staged environment. The visual motifs include a minimalist background, a muted color palette, and clear product presentation. The image treatment involves soft lighting and color grading to enhance the velvet texture and overall visual appeal. The typography is integrated in a simple and legible manner, ensuring scannability. The style contrasts with platform-native content by presenting a highly polished and professional image, aiming to capture attention through its high-design quality. # Hooks Headline: matt velvet boxspring # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of uncertainty and inconvenience associated with purchasing furniture, specifically concerns about product durability and the hassle of delivery and installation. # Value propositions - 25 jaar garantie: Ensures long-term reliability and peace of mind. - Gratis levering en installatie: Provides a hassle-free setup experience. - Geproduceerd in Nederland: Highlights local production, potentially appealing to customers who value supporting local businesses. # Benefits - Long-term reliability - Convenient setup - Locally made # Features - 25 jaar garantie - Gratis levering en installatie - Geproduceerd in Nederland # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's perspective, showcasing the product and its features to potential customers. # Storyline - The ad begins by showcasing the Matt velvet boxspring bed in a staged bedroom setting. The intention is to immediately capture attention with the product's aesthetic appeal and suggest a lifestyle of comfort and quality. This is presented from the brand's perspective, highlighting the visual appeal of their product. - Next, the ad highlights a discount offer of up to 30% off, drawing the viewer's attention to a potential cost saving. This is communicated from the brand's perspective, aiming to incentivize immediate consideration of the product. - The ad then transitions to listing key features of the bed, including a 25-year guarantee, free delivery and installation, and production in the Netherlands. This part of the story is told from the brand's perspective, focusing on building trust and addressing potential purchase concerns by emphasizing the product's reliability and convenience.

# Ad summary This ad for Matt features a mattress and highlights its award-winning status and a discount offer. The ad emphasizes the mattress's quality and value, aiming to attract customers looking for a reliable and affordable sleep solution. # Brand positioning Matt is presented as a brand that prioritizes quality and customer satisfaction, as evidenced by its award-winning status. The brand emphasizes its commitment to providing the best mattress in the Netherlands, as highlighted by the claim of winning 'Best Tested Mattress' for 11 consecutive years. The brand's positioning is both functional, focusing on the quality and performance of its mattresses, and emotional, appealing to customers' desire for a good night's sleep and peace of mind. # Product The product featured is a mattress, specifically highlighted as the 'Best Tested Mattress' in the Netherlands for 11 consecutive years. The mattress has a white, textured top layer and a dark blue base with the brand name 'matt' prominently displayed in white. The ad emphasizes the mattress's quality and reliability, suggesting it is a top-tier product in its category. A key selling point is the 25% discount on 'aanpasbare matrassen' (adjustable mattresses), making it an attractive offer for customers seeking a customizable sleep solution. The ad addresses the purchase barrier of price by offering a significant discount, encouraging potential buyers to invest in a high-quality mattress at a reduced cost. # Visual style The ad features a clean and modern visual style with a focus on product presentation and clear messaging. The production quality appears to be highly polished, with studio-shot lighting and professional image treatment. The visual motifs include a badge for social proof, a clear product showcase, and a color-coordinated design. The image treatment involves background removal and color grading to create a cohesive and appealing aesthetic. The typography is large and bold, ensuring high scannability in the feed. The style contrasts with platform-native content by using a high-design approach, aiming to capture attention through visual appeal and professionalism. # Hooks Headline: We did it again! 11 keer op rij het best geteste matras van Nederland # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that customers may be frustrated with the overwhelming number of mattress options and the difficulty of finding a reliable, high-quality product. The phrase "het best geteste matras van Nederland" suggests that the product has been rigorously tested and proven to be superior, addressing the customer's need for assurance and quality. # Value propositions - 25% korting op onze aanpasbare matrassen (25% discount on our adjustable mattresses) # Benefits - het best geteste matras van Nederland (the best tested mattress of the Netherlands) # Features - aanpasbare matrassen (adjustable mattresses) # Call to action None used. # Social proof - BESTE UIT DE TEST DEC 2025 - Consumenten bond # Point of view - Brand: The top portion of the image features the 'BESTE UIT DE TEST' badge and the text 'We did it again! 11 keer op rij het best geteste matras van Nederland', showcasing the brand's achievements and building credibility. - Customer: The image of a hand interacting with the mattress provides a tactile and relatable perspective, allowing potential customers to imagine themselves experiencing the product. - Brand: The bottom portion of the image displays the brand name 'matt' prominently on the mattress, reinforcing brand recognition and identity. # Storyline - The ad begins by highlighting the brand's achievement of being recognized as the 'Best Tested Mattress' for multiple years, aiming to establish credibility and build trust with the audience. This is told from the brand's perspective, showcasing their success and expertise in the mattress industry. - Next, the ad presents a visual of the mattress, accompanied by a hand interacting with it, to showcase its quality and features. This is shown from a customer's perspective, allowing them to see and imagine themselves experiencing the product. - The ad concludes by offering a 25% discount on adjustable mattresses, incentivizing potential customers to make a purchase. This is told from the brand's perspective, providing a compelling reason to choose their product over competitors.

# Ad summary This ad features a person in bed who is invited to go out but declines because they would rather stay in bed with their Matt mattress. # Brand positioning Matt is presented as a brand that values comfort and relaxation, positioning itself as the ideal choice for those who prefer staying in bed. The brand aligns with a lifestyle of leisure and self-care, suggesting that it's okay to prioritize rest and comfort over social activities. Matt challenges the norm of always being on the go, instead promoting the enjoyment of staying in and indulging in relaxation. The brand positioning is emotional, focusing on the feeling of comfort and satisfaction that comes from staying in bed. # Product The featured product is a mattress designed for optimal comfort and relaxation. The ad highlights the mattress as the reason someone would choose to stay in bed rather than go out, implying that it offers a superior level of comfort and support. The mattress is presented as a desirable alternative to social activities, suggesting that it provides a more enjoyable and fulfilling experience. The ad also showcases a stack of mattresses, each with a different colored layer, implying that the mattress is made of multiple layers of high-quality materials. The ad also includes a badge that says "BESTE UIT DE TEST DEC 2025" and "11-VOUDIG WINNAAR", which implies that the mattress has been tested and proven to be of high quality. # Visual style The ad has a clean and minimalist visual style, with a focus on comfort and relaxation. The use of white sheets and soft lighting creates a cozy atmosphere, while the chat bubbles add a touch of modernity and relatability. The overall aesthetic is simple and inviting, designed to appeal to a target audience that values comfort and convenience. # Hooks Headline: Ga je mee de stad in? # Funnel stage Consideration # Pain points The ad implies the pain point of having to choose between going out and staying in, suggesting that going out can be tiring or less appealing than staying in. # Value propositions - The mattress is so comfortable that you'll prefer staying in bed over going out. # Benefits - Comfort - Relaxation # Features - Mattress # Call to action None used. # Social proof - BESTE UIT DE TEST DEC 2025 - 11-VOUDIG WINNAAR # Point of view - Customer: The chat bubbles represent a conversation from the customer's point of view, showing their decision to stay in bed. - Brand: The tagline "Blijf lekker in bed met matt" is from the brand's point of view, encouraging the viewer to choose comfort and relaxation with their mattress. # Storyline - The ad opens with a person in bed, partially covered by a white sheet, with their foot visible. This sets the scene and introduces the context of relaxation and comfort. - A chat bubble appears, posing the question "Ga je mee de stad in?" (Are you coming to town?). This introduces the conflict of whether to go out or stay in. - Another chat bubble responds with "Nee, sorry ik heb plannen vanavond" (No, sorry I have plans tonight). This resolves the conflict by indicating the person's preference to stay in. - The ad concludes with the tagline "Blijf lekker in bed met matt" (Stay comfortably in bed with matt), reinforcing the message that the mattress is the reason for choosing to stay in and relax.

# Ad summary This ad promotes Matt Sleeps mattress toppers and other sleep products. The ad features a woman unboxing and installing a mattress topper on her bed, highlighting its customizable comfort and adjustable firmness. The ad emphasizes a comfortable and personalized sleep experience, inviting viewers to discover Matt Sleeps. # Brand positioning Matt Sleeps positions itself as a modern, customizable sleep solution provider. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, adjustable, and comfortable sleep products that cater to individual preferences. This is achieved through the advertised mattress topper, partner duvet, and adjustable pillows. The brand promotes a lifestyle centered around quality sleep and relaxation, moving away from a one-size-fits-all approach to bedding by offering adjustable comfort levels. It appears to align with a functional and personalized approach to sleep. # Product The advertised product is a mattress topper by Matt Sleeps, designed to enhance sleep comfort. The topper arrives in a branded box. One key feature is its customizable comfort, offering two different firmness levels that can be adjusted to suit individual preferences. The product is aimed at individuals looking to upgrade their sleep experience without replacing their existing mattress. The ad addresses the purchase barrier of needing an entirely new mattress by presenting the topper as an easy sleep upgrade. The topper has a white, textured top with a navy blue band around the perimeter, featuring the "matt" logo. The topper includes two layers of foam in different colors, which can be adjusted. # Visual style The ad has a bright, clean aesthetic with natural lighting, giving it a UGC feel. The editing style includes quick cuts and static shots, creating a casual viewing experience. The production quality appears polished, resembling a hybrid between UGC and a commercial. The ad pacing is consistent, with cuts timed to the music beat and voiceover lines. # Hooks Spoken: Dit jaar ga ik voor écht goed slapen Text overlay: Dit jaar ga ik voor écht goed slapen Visual: 00:00–00:02 A woman with blonde hair stands in a brightly lit bedroom and looks at the bed. The bed is fully made with a white mattress pad. # Funnel stage Consideration # Pain points The ad highlights the frustration of an uncomfortable sleep experience with a mattress that doesn't meet individual comfort needs. The ad suggests a solution for those seeking a more personalized sleep surface: "De topper past zich aan mij aan, niet andersom." # Value propositions - An easy sleep upgrade without needing a new mattress - Customizable comfort with two firmness options # Benefits - Easy sleep upgrade without needing a new mattress - Customizable comfort # Features - Adjustable comfort with two firmness options # Call to action Ontdek Matt Sleeps # Point of view - Customer 100% – The ad is presented from the perspective of a customer using and demonstrating the product. # Storyline - 00:00–00:02 The ad opens in a bedroom as the woman prepares to set up the Matt Sleeps mattress topper. - 00:02–00:07 00:02–00:07 The woman carries a large box labeled “matt” and begins opening it on the bed. This introduces the product in its packaging, emphasizing easy setup and delivery. - 00:07–00:12 00:07–00:12 The woman removes the mattress topper from the box and places it on the bed. The topper's crisp white appearance contrasts with the lemon-patterned wallpaper in the background, emphasizing the bed. - 00:12–00:17 00:12–00:17 The woman adjusts the topper on the bed, ensuring it fits properly. She removes the blue layer. - 00:17–00:22 00:17–00:22 A close-up shot demonstrates the adjustable comfort feature of the topper by showing the two firmness options that can be interchanged. This reinforces the USP of customizable comfort. - 00:22–00:28 00:22–00:28 The woman relaxes on the bed with a duvet, a cup of tea, and a book. This highlights the desired outcome of improved sleep quality and comfort from the customer's perspective.

# Ad summary This image ad features a person in bed under the covers. The ad asks if the viewer is still tired, even in the new year. # Brand positioning This ad presents a brand that understands the consumer's desire for restful sleep. The tone is empathetic, acknowledging the common experience of ongoing tiredness. The ad implies the brand offers solutions for better sleep, positioning it as a helpful resource. The brand steers clear of overly energetic or optimistic messaging, instead opting for a relatable and comforting approach. # Product The image features a duvet or comforter in a soft, neutral tone. It is made of a fabric that appears plush and quilted. The product's implied benefit is a cozy, comfortable sleep experience. The ad uses the common feeling of tiredness to connect with the viewer and suggest this product may solve that problem. It invites the viewer to consider if their current bedding provides enough comfort. # Visual style The ad has a cozy and inviting visual style. The soft lighting, neutral color palette, and plush textures create a sense of comfort and relaxation. The overall aesthetic is clean and minimalist, drawing attention to the subject without feeling cluttered or overwhelming. The image resembles user-generated content due to the soft lighting and natural setting. # Hooks Headline: Nieuw jaar, maar nog steeds moe? # Funnel stage Top of funnel (Awareness) # Pain points Feeling tired even after the new year has begun. Quote: "Nieuw jaar, maar nog steeds moe?" # Value propositions - Addresses ongoing tiredness even in the new year # Benefits - Comfortable sleep # Features - Soft, quilted duvet # Call to action None used. # Social proof - None used. # Point of view - Customer: The image of a person sleeping in bed invites viewers to see themselves in a similar situation. - Brand: The text "New year, but still tired?" demonstrates the brand's intention to connect with consumers on their level, signaling its understanding of the customer's frustrations. # Storyline - The ad begins by showing a person nestled in bed under a duvet, with their eyes closed as if sleeping, setting a relatable scene of rest or attempting to rest. This draws the viewer in by visually connecting to a familiar moment of the day from the customer's perspective. - Next, the ad asks, "New year, but still tired?" This question is intended to resonate with people who may have hoped to feel more rested as the new year began, but still find themselves feeling fatigued. The brand is speaking to the consumer directly, expressing an understanding of the common problem.

# Ad summary This ad introduces the Matt Hybrid Pro mattress, highlighting its tailored design and customizable comfort through an exploded view and feature callouts. # Brand positioning Matt is presented as a modern and innovative brand focused on providing tailored comfort through its mattress products. The brand emphasizes customization and scientific development, positioning itself as a provider of high-quality, adaptable sleep solutions. The brand seems to push against the one-size-fits-all approach of traditional mattress brands by highlighting the numerous configurations and customizable modules available in its products. # Product The Matt Hybrid Pro is a mattress designed for tailored comfort. It features 10 premium pocket modules with 5 different hardness options, allowing for over 15,000 configurations. The mattress includes replaceable modules for lasting comfort and is scientifically developed by Custom8. The ad highlights the mattress's customizable nature and advanced engineering, suggesting it is a premium product designed to meet individual sleep preferences. # Visual style The ad features a clean, modern visual style with a dark gray background and white text. The product is presented in an exploded view to showcase its internal components. The overall aesthetic is minimalist and technical, emphasizing the mattress's design and engineering. # Hooks Headline: Introducing Matt Hybrid Pro # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - 15,000+ configuraties - The most tailored mattress # Benefits - blijvend comfort # Features - 10 premium pocketmodules - 5 hardheden - Vervangbare modules - Wetenschappelijk ontwikkeld door Custom8 # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the features and benefits of the Matt Hybrid Pro mattress. # Storyline - The ad begins by introducing the Matt Hybrid Pro mattress, immediately establishing the product as new and noteworthy. The brand is telling the audience that this is a fresh offering in the mattress market. - The ad highlights the mattress's key selling point: its tailored design. The brand is emphasizing the unique ability of the mattress to adapt to individual needs. - The ad visually breaks down the mattress into its component layers, showcasing the internal structure and modular design. The brand is demonstrating the complexity and engineering behind the product. - The ad uses icons and text to call out specific features, such as the number of configurations, premium pocket modules, replaceable modules, and scientific development. The brand is providing concrete details to support its claims of customization and quality.

# Ad summary This ad promotes the Matt Sleeps Hybrid-Pro mattress. It features a mom of a baby and toddler who is trying to get better sleep in 2026, and Matt Sleeps is going to help her. The Hybrid-Pro mattress offers targeted support and 15,000 possible combinations. Both the woman and her partner can adjust their sides of the bed. The mattress is the most comfortable and consumer-friendly, and also offers a 120-night trial. # Brand positioning Matt Sleeps is presented as a brand dedicated to providing comfortable and customizable sleep solutions. It is presented as a modern brand by being advertised by a young mother. The brand aims to occupy a space in the consumer's mind as a reliable provider for restful and customizable sleep experiences. The brand is aligned with a lifestyle that emphasizes the importance of sleep and well-being for families with young children. Matt Sleeps provides a functional solution for parents with young children who are looking to improve their sleep quality. This brand stands out by offering customization for each partner with a focus on comfort. # Product The Matt Sleeps Hybrid-Pro mattress is being advertised. It is a mattress that offers targeted support with over 15,000 possible combinations. Both partners can customize their individual sides. The product is for parents of young children. The mattress is presented as comfortable and consumer-friendly, and also offers a 120-night trial. # Visual style The ad is a UGC-style video that is casual and friendly. There are quick cuts and the production quality is high. The pacing is consistent throughout the ad. The cuts are timed to the voiceover. # Hooks Spoken: Female 1: Mijn enige goede voornemen dit jaar: beter slapen. Text overlay: 00:00–00:03: Mijn enige goede voornemen dit jaar: beter slapen. 😴 (Comment box) Visual: 00:00–00:03: The video begins with a woman unboxing a Matt Sleeps box in her house. # Funnel stage Consideration # Pain points The pain point is not being able to sleep well with a baby and toddler at home. # Value propositions - Mattress offers targeted support with over 15,000 possible combinations - 120 night trial # Benefits - More comfortable - Consumer friendly # Features - Mattress offers targeted support - Offers 15,000 combinations - Both partners can customize their sides of the mattress # Call to action None used. # Social proof - “Volgens de Consumentenbond & ons het meest comfortabel” # Point of view - Customer 100% – The customer's POV is communicated through her narration. # Storyline - 00:00–00:04 The ad opens with a woman unboxing a Matt Sleeps box with the intent to improve her sleep. - 00:03–00:04 The woman explains that Matt Sleeps is going to help her. - 00:04–00:07 The woman is setting up the mattress and she states that it is hard to sleep with a baby and a toddler. - 00:07–00:09 The woman notes that is why she chose the Hybrid-Pro mattress. - 00:09–00:15 The woman is shown placing the mattress on the bed. She states that the mattress offers targeted support with over 15,000 possible combinations. - 00:15–00:19 She states that she and her partner can adjust their sides of the mattress. - 00:19–00:22 The woman is shown with her baby on the bed. She states that the mattress is consumer-friendly and comfortable. - 00:22–00:29 The ad closes with a statement of a 120 night trial.

# Ad summary This ad for Matt features a woman relaxing in bed, using a text message conversation format to imply that staying in bed with a Matt mattress is preferable to going out. The ad highlights the comfort and quality of Matt mattresses, as evidenced by the 'Best Out of Test' award. # Brand positioning Matt is presented as a brand that prioritizes comfort and relaxation, positioning itself as a provider of high-quality mattresses that make staying in bed an appealing option. The brand aligns with a lifestyle that values rest and self-care, suggesting that its products are an indulgence worth choosing over social activities. Matt subtly pushes against the norm of always being on the go, instead promoting the idea of enjoying downtime and prioritizing personal comfort. The brand positioning is both functional, emphasizing the quality and comfort of its mattresses, and emotional, appealing to the desire for relaxation and well-being. # Product The featured product is a mattress designed for optimal comfort and relaxation. The ad implies that the mattress is so comfortable that it makes staying in bed more appealing than going out. The mattress is presented as a product for anyone who values rest and self-care, and who wants to prioritize personal comfort. The ad addresses the purchase barrier of feeling obligated to go out or be productive, instead suggesting that it's okay to stay in bed and enjoy the comfort of a Matt mattress. The ad also highlights the 'Best Out of Test' award, implying that the mattress is of high quality and has been recognized for its superior performance. # Visual style The ad has a casual, lifestyle-focused aesthetic with a clean and modern design. The production quality appears to be high, with good lighting and clear visuals. The image treatment includes subtle color grading to create a warm and inviting atmosphere. The typography is simple and legible, with a focus on clear communication. The ad mimics a text message conversation, which is a platform-native style that is common on social media. # Hooks Headline: Blijf lekker in bed met matt # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the feeling of obligation to go out or be productive, instead suggesting that it's okay to stay in bed and enjoy the comfort of a Matt mattress. The text message conversation implies a conflict between wanting to go out and wanting to stay in, with the latter being the preferred option. # Value propositions - Matt mattress makes staying in bed a desirable option - Matt mattress provides optimal comfort and relaxation # Benefits - Staying in bed is more appealing than going out - Optimal comfort and relaxation # Call to action None used. # Social proof - The 'Best Out of Test' award builds credibility by showing that the mattress has been recognized for its superior performance. # Point of view - Customer: The text message bubbles represent a conversation from the customer's point of view, showing their decision to stay in bed. - Brand: The product display and award badge at the bottom showcase the brand's perspective, highlighting the quality and comfort of the mattress. # Storyline - The ad opens with a text message bubble that says, "Ga je mee de stad in?" (Are you coming to town?). This is intended to set up a scenario where the viewer is being invited to go out, from the perspective of the person sending the text. - The next text message bubble says, "Nee, sorry ik heb plannen vanavond" (No, sorry I have plans tonight). This is intended to show the viewer that the person in bed is choosing to stay in, from the perspective of the person in bed. - The final text message bubble says, "Blijf lekker in bed met matt" (Stay in bed with matt). This is intended to reinforce the idea that staying in bed with a Matt mattress is a desirable option, from the brand's perspective. - The ad concludes with a visual of the mattress layers and an award badge, reinforcing the quality and comfort of the product, from the brand's perspective.

# Ad summary This ad promotes the Matt mattress, highlighting its customizable features. The ad features a woman who shares five reasons why the mattress is a game-changer, emphasizing its adaptability to individual body types and sleep preferences. It also addresses concerns about partner disturbance, the convenience of a two-sided topper, temperature regulation, and the ability to adjust the mattress configuration via an app. # Brand positioning Matt is presented as a modern and innovative brand in the sleep industry, focusing on personalization and adaptability. The brand aims to occupy a space in the consumer's mind as a provider of tailored sleep solutions, emphasizing the importance of individual comfort and preferences. Matt aligns with a lifestyle that values customization and convenience, pushing against the one-size-fits-all approach of traditional mattress brands. The brand positioning is both functional, highlighting the performance and adaptability of the mattress, and emotional, promoting the idea of a personalized sleep experience. # Product The Matt mattress is a customizable sleep solution designed to adapt to individual body types and sleep preferences. It features adjustable modules that can be configured to provide personalized support. The mattress is designed for anyone who wants a tailored sleep experience, especially couples with different sleep preferences. Key features include the ability to adjust the mattress configuration via a configurator app, a two-sided topper for easy flipping, and temperature regulation to keep sleepers cool throughout the night. The mattress addresses the purchase barrier of finding a mattress that suits individual needs by offering a customizable solution. The ad emphasizes that the Matt mattress is worth trying because it provides a personalized and comfortable sleep experience. # Visual style The ad has a polished and modern aesthetic, combining lifestyle shots with animated graphics. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The production quality is high, with well-lit scenes and clear visuals. The pacing is consistent, maintaining a steady rhythm throughout the ad. The cuts and text overlays are timed to the music beats and voiceover lines, enhancing the overall impact. # Hooks Spoken: 00:00–00:03 Dit zijn de vijf redenen waarom dit matras zo'n game changer is. Text overlay: 00:00–00:03 5 redenen / 00:00–00:03 waarom... / 00:00–00:03 Dit zijn de / 00:01–00:03 waarom dit matras / 00:02–00:03 changer is. Visual: 00:00–00:03: A woman with long brown hair, wearing a white sweater and white pants, leans against a bed with a white blanket. She is indoors, with natural light coming through a window in the background. Text overlays read "5 redenen waarom..." and "Dit zijn de". # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of finding a mattress that suits individual needs and preferences, especially for couples with different sleep styles. "Als je met iemand slaapt die veel beweegt, voel je helemaal niks." # Value propositions - Personalized sleep experience - Tailored support - Convenient adjustment - Comfortable sleep # Benefits - Customizable to body type and sleep preferences - No disturbance from partner movement - Easy to turn topper - Stays cool and breathes all night long # Features - Adjustable modules - Two-sided topper - Temperature regulation - Configurator app # Call to action Shop nu # Point of view - Customer 50% – The ad features a woman who shares her experience with the mattress, providing a customer perspective. - Brand 50% – The ad presents product features and benefits directly, representing the brand's official voice. # Storyline - 00:00–00:03 A woman introduces the ad by stating that she will share five reasons why the mattress is a game-changer. - 00:03–00:08 The ad highlights that the mattress can be fully adapted to your body and sleep preferences. - 00:08–00:12 The ad highlights that if you sleep with someone who moves a lot, you won't feel anything. - 00:12–00:16 The ad highlights that the topper has two sides and can be easily turned. - 00:16–00:19 The ad highlights that the mattress stays cool and breathes all night long. - 00:19–00:26 The ad highlights that if your sleep preferences change, you can adjust this yourself in the configurator and change the modules yourself. - 00:26–00:29 The woman asks if you also want a custom-made mattress, then this is the mattress for you.

# Ad summary This ad introduces the Matt Hybrid Pro mattress, highlighting its personalized configuration options and premium materials. The ad uses a layered visual to showcase the mattress's construction and emphasizes its scientific development for lasting comfort. # Brand positioning Matt is presented as a brand focused on personalized comfort and scientific innovation in the mattress industry. The brand positions itself as offering a highly customizable sleep experience, emphasizing the ability to tailor the mattress to individual preferences. By highlighting the '15,000+ configurations' and 'scientifically developed' aspect, Matt aims to occupy a space in the consumer's mind as a provider of advanced, tailored sleep solutions. This approach pushes against the norm of one-size-fits-all mattresses, aligning with a functional positioning that prioritizes performance and customization. # Product The Matt Hybrid Pro is a highly customizable mattress designed to provide personalized comfort. It features 10 premium pocket modules with 5 different hardness levels, allowing for over 15,000 configurations. The mattress is constructed in layers, including a white top layer, a blue middle layer, and a black base layer containing the pocket modules. The key selling point is the ability to adjust the mattress to individual comfort preferences, ensuring a lasting and tailored sleep experience. The ad addresses the purchase barrier of finding a mattress that perfectly suits one's needs by offering a highly adaptable product. # Visual style The ad features a clean, modern visual style with a focus on product explainer. The production quality is highly polished, with studio-shot lighting and a neutral color palette. The exploded view of the mattress and the use of icons create a visual motif of modularity and customization. The typography is clean and legible, contributing to the overall sense of clarity and precision. The visual style is designed to convey a sense of innovation and quality, aligning with the brand's positioning. # Hooks Headline: Introducing Matt Hybrid Pro # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of finding a mattress that perfectly suits individual comfort preferences. "Het meest gepersonaliseerde matras" implies that other mattresses are not personalized enough. # Value propositions - 15,000+ configuraties - Het meest gepersonaliseerde matras # Benefits - blijvend comfort # Features - 10 premium pocketmodules - 5 hardheden - Vervangbare modules - Wetenschappelijk ontwikkeld door Custom8 # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad introduces the product and highlights its key features and benefits, positioning the brand as innovative and focused on personalized comfort. - External source: The exploded view of the mattress provides an objective look at its construction and modular design. # Storyline - The ad begins by introducing the Matt Hybrid Pro mattress as a new product, immediately setting the stage for innovation and novelty. This is told from the brand's perspective to capture attention and generate initial interest. - Next, the ad highlights that the mattress is the 'meest gepersonaliseerde matras' (most personalized mattress), emphasizing the product's unique selling proposition. This is told from the brand's perspective to communicate the core benefit of customization. - The ad then visually breaks down the mattress into its component layers, showcasing the construction and modular design. This is told from an external perspective, providing a clear and objective view of the product's features. - Finally, the ad lists key features such as '15,000+ configuraties' (configurations), '10 premium pocketmodules, 5 hardheden' (pocket modules, hardnesses), 'Vervangbare modules voor blijvend comfort' (replaceable modules for lasting comfort), and 'Wetenschappelijk ontwikkeld door Custom8' (scientifically developed by Custom8), reinforcing the mattress's customizability, quality, and scientific backing. This is told from the brand's perspective to build trust and credibility.

# Ad summary This ad for Matt Sleeps mattresses features vox-pop interviews with people on the street in Amsterdam. Interviewees are asked if they need a mattress, if they have tried Matt Sleeps, and what they think of the product. The ad ends with a Winter Sale promotion. # Brand positioning Matt Sleeps is presented as a brand of mattresses that is popular among young people in Amsterdam. They appear to be positioning as a quality product at an accessible price point. The ad highlights the mattress's comfort and the brand's positive reviews and recommendations. By interviewing everyday people on the street, the brand aims to connect with and understand the needs of its customers. # Product Matt Sleeps is a brand of mattresses. The mattresses are presented as being comfortable for sleeping. The mattresses also have a positive recommendation from the Consumentenbond. # Visual style The ad has a natural, documentary-style feel, achieved through on-location shooting and casual interviews. The editing is quick, with cuts every few seconds, keeping a brisk pace. The production quality is somewhat raw, lending a UGC-like feel, but with professional lighting and sound. # Hooks Spoken: 00:06–00:07 Natuurlijk heb je goede matras nodig. Text overlay: 00:06–00:08 goed matras nodig. Visual: 00:06–00:08 A man with brown hair wears a rust-colored beanie and a maroon jacket. He stands on the street near a large yellow bottle on a cart. He looks at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The ad acknowledges that viewers may be sleeping on a bad mattress. Interviewees mention that it is good to need a good mattress, or that when they are on the search for a new mattress, Matt Sleeps sounds handy. # Value propositions - The Consumentenbond recommendation makes it a reliable and trustworthy choice. - The Winter Sale means you can get it at a discounted price. # Benefits - Matt Sleeps - Winter Sale kortingen tot 35% # Features - Comfortable for sleeping - Positive recommendation from the Consumentenbond # Call to action None used. # Social proof - "We hebben toevallig een matras van Matt Sleeps." – Couple - "Liever Matt Sleeps, dat wel." – Female 1 - "Als de Consumentenbond het aanbeveelt, dat is wel een goed teken." – Female 2 - "Ja, dit jaar nog wel. Slapen we nog op Matt Sleeps." – Male 4 - "Nee, dus we blijven bij Matt Sleeps." – Couple # Point of view - Customer 80% – The majority of the video is told from the perspective of various people interviewed on the street, using a casual and conversational tone. - Brand 20% – The brand's perspective is presented with title cards featuring the logo and messaging. # Storyline - 00:00–00:02 A man holding a mic approaches random people on the street. - 00:04–00:06 A title card reads, "Slaap jij in 2026 op Matt Sleeps?" - 00:06–00:07 The man with the mic interviews a man on the street. - 00:08–00:10 He interviews a young couple. They say they have a Matt Sleeps mattress. - 00:10–00:12 The man with the mic interviews the man standing by a food cart. The man says it sounds good. - 00:12–00:14 The man with the mic interviews the store vendor. - 00:15–00:16 The man with the mic interviews another woman on the street. - 00:17–00:20 He interviews the store vendor again. She says if the Consumentenbond recommends it, that's a good sign. A "BESTE UIT DE TEST" badge appears next to her. - 00:20–00:22 The man with the mic interviews the woman again. - 00:23–00:29 He interviews the couple again. They are happy with their Matt Sleeps mattress. - 00:30–00:33 The title card reads, "Winter Sale kortingen tot 35%."