▲ Still from the Navien Sleeping Mat TVC

[August 23, 2024] KD Navien has won the main award at the 2024 Effie Awards, a prestigious global marketing communication event.

Originating in 1968 in the US, the Effie Awards is an internationally acclaimed event that recognizes advertising campaigns based on their contribution to meeting marketing goals particularly sales performance. KD Navien submitted its Navien Sleeping Mat campaign in the “Commerce & Shopper—Category/Channel Development” specialty category. It was recognized as an outstanding marketing case, earning the Bronze award.

Last September, KD Navien launched the “Deep Sleep, Powered by Technology!” campaign to coincide with the renewal of its thermal mat (now branded as the Navien Mat). The goal was to reposition the thermal mat as a major “must-have item” for healthy sleep, veering away from its conventional image as a secondary heating appliance. The campaign showcased Navien Mat’s cutting-edge technology—including precise temperature adjustments in 0.5-degree in Celsius increments and dual-temperature sensing—through engaging TVCs and multi-channel promotions to underline its superiority over traditional thermal mats. Instead of categorizing products by their mechanism such as water- or carbon-based heating, KD Navien reframed the decision-making process to prioritize "technologies that enhance the quality of restful sleep."

This campaign helped KD Navien generate significant public awareness about deep sleep and achieve measurable outcomes. Sales of the Navien Sleeping Mat increased by approximately 30% compared to the previous year, with membership sign-ups on its marketing platform Sweet Dream growing by 56%.

“We are thrilled that our efforts to highlight the value of the Navien Sleeping Mat have gained recognition among consumers and have earned us this prestigious award. This year, we plan to launch an upgraded version of the Navien Sleeping Mat to enhance sleep quality further, and we have a new campaign in the works to complement its launch,” said Kim Yong-bum, Chief Sales and Marketing Executive.