Hanssem Launches SNS Brand Marketing for 'Four Season Mattress'

Message Delivery of Popular Webtoon-Based Dramas 'Yumi's Cells' and 'Chimdaepiro'

Hanssem is conducting a Four Seasons SNS marketing campaign in collaboration with "Yumi's Cells."
[Photo by Hanssem]

[Asia Economy Reporter Kim Jong-hwa] Comprehensive home interior specialist Hanssem Co., Ltd. announced on the 4th that it will carry out an SNS marketing campaign for its mattress brand 'Four Seasons' together with the cells appearing in the popular drama 'Yumi's Cells,' based on the webtoon by artist Lee Dong-geon. This campaign aims to deliver the keyword 'bed fatigue,' introduced in the first campaign last month on TV, YouTube, and other SNS channels, in a more entertaining way.

Four Seasons is Hanssem's representative mattress brand focusing on the three elements of sleep: temperature, humidity, and comfort. The brand name embodies the meaning of 'the start of comfortable sleep throughout the four seasons.' Hanssem plans to actively promote the Four Seasons brand marketing to develop Four Seasons into a 'friendly mattress specialist brand' and expand its market influence.

Four Seasons Tackles Bed Fatigue and Wins Consumers' Hearts

Since August, Hanssem has been running a Four Seasons brand marketing campaign featuring the keyword 'bed fatigue' on TV, YouTube, and other SNS channels. As a result, online search volume related to Hanssem Four Seasons increased by about 27% compared to before the brand marketing. Additionally, last month, the contract amount for Four Seasons mattresses rose by 13% compared to the previous month and increased by 11% year-on-year. Despite the housing market slump and high inflation shrinking the furniture and interior market, growth was observed. This is interpreted as an effect of increased brand awareness through marketing.

Hanssem focused on the fact that the hardness of the bed (degree of firmness) influences fatigue during sleep and made 'bed fatigue' the core message of the Four Seasons brand marketing campaign. Mattresses with low firmness fail to support tossing and turning during sleep, causing fatigue. In contrast, Four Seasons mattresses apply springs patented and self-manufactured by Hanssem, such as the 'Black T Spring' made from OT wire (Oil-Tempered Wire) used in vehicle suspensions, and the 'Motion D Spring' using Korea's thickest 2.2mm durable high-tensile wire.

These springs have high elasticity and support, increasing mattress firmness to minimize fatigue during sleep. Additionally, Four Seasons mattresses incorporate Hanssem's differentiated sleep-inducing technology. The outer cover uses fiber materials excellent in temperature and humidity control, and the internal filling uses functional materials such as cashmere and wool, which provide warmth, elasticity, and breathability to maintain a constant humidity level. An optional all-in-one pad that adjusts temperature without electromagnetic wave concerns is also available to help users enjoy comfortable sleep.

Fatigue Is Not 'Because of the Liver'

Hanssem included messages related to bed fatigue in this SNS brand marketing campaign as well. The campaign video features a trial scene from 'Yumi's Cells.' The 'Judge Cell' investigates the cause of the 'Muscle Cell's' fatigue and, instead of blaming the 'Liver Cell,' identifies the 'Bed Fatigue Cell' as the culprit and delivers a guilty verdict. This humorously overturns the message 'Fatigue is because of the liver,' which started from the advertisement and became an internet meme, delivering the keyword 'bed fatigue' in a more humorous and vivid way.

Hanssem plans to continuously spread the keyword bed fatigue through this SNS campaign and expand consumer touchpoints. Until the end of this month, customers purchasing Four Seasons mattresses through online and offline channels such as Hanssem Mall and Design Park will receive various discount benefits. Customers visiting stores will also have the opportunity to experience Four Seasons mattresses firsthand. Through this, Hanssem aims to nurture Four Seasons as a 'friendly and professional mattress brand' and expand its market influence.

A Hanssem official said, "We will continue marketing to widely promote Four Seasons' differentiated technologies optimized for sound sleep, such as patented high-elasticity springs and temperature and humidity control functions," adding, "We hope more customers will enjoy refreshing sleep without bed fatigue with Four Seasons."