Introducing the City Napper, a portable mattress to wear on your commute.
Launched on April 1st, The Odd Company in collaboration with Bottled Imagination launched the “City Napper”: a luxury, portable mattress, designed to help burnt-out-Brits regain some precious Z’s on their commute.
THE BRIEF
The Odd Company specialises in luxury, bespoke mattresses tailored to non-standard sizes and shapes. Every product is handcrafted to deliver exceptional comfort and long-lasting durability. With this in mind, we set out to create a bold and imaginative campaign—one that would flex our creative muscles, secure top-tier links and media coverage, and elevate brand recognition for The Odd Company.
THE CONCEPT
A Bottled Imagination campaign often begins with a single insight that grows into a fully fledged creative idea.
We discovered that, with the average UK commute lasting 28 minutes, British workers spend over 242 hours a year just getting to work. So, what better way to make use of that time than by taking a porta-nap?
Remote workers have the luxury of bringing work to bed. Now it’s time to bring the bed to work. Thanks to The Odd Company, those painful goodbyes to our beds each morning are a thing of the past.
Working with the brilliant product team, we created The City Napper, available to buy for £350. No coat? No problem. The City Napper’s quilted poncho-style cover drapes over both front and back, keeping you cosy while also shielding you from public transport germs.
A photoshoot and product page later, The City Napper was ready to meet the world.
THE RESULTS
The campaign secured coverage across a wide range of national, retail, and niche publications, while also driving revenue, proving that an April campaign can successfully boost brand awareness, generate backlinks, and deliver real commercial impact. During the week of April Fools, compared to the previous period, we saw an 85% increase in overall site traffic, a 502% rise in direct traffic, and a 990% surge in referral traffic, resulting in a 54% uplift in total site revenue.
