Radiation-Free Dreams
Mömax GmbH
Issue 44 | September 2017
Agency
Demner, Merlicek and Bergmann
Creative Team
Executive Creative Director Dushan Drakalski Creative Director Alistair Thompson Art Director Stefanie Golla Copywriters Alistair Thompson, Michael Wyhnal, Philipp Siegwardt, Daniel Kovacs Graphic Designers Sandro Bauer, Marija Pletikapic Digital Creative Mirko Fina
Production Team
Producer Marcello Demner Editor Marco Stadler Director Juergen Hackl
Other Credits
Client Service Director David Duong
Date
March 2017
Background
Mömax is part of XXXLutz Group, the largest furniture retailer in Austria and the second largest furniture chain in the world.
They saw an opportunity to be of real help to potential customers alarmed by reports that smartphones emitted radiation, which could lead to cancers.
According to Dr. Martin Blank from the department of Physiology and Cellular Biphysics at Columbia University:
"Cellphones are damaging the living cells in our bodies and killing many of us prematurely. We have created something that is harming us and is getting out of control."
Idea
Keeping a smartphone close by your head while sleeping was potentially dangerous. So The Mömax 2017 spring collection of nightstands (bedside tables) came with a health-conscious new feature: Radiation Free Dreams.
The drawers were turned into electro magnetic radiation shields with a metallic foil on the inside that blocked up to 98% of all harmful rays. An integrated USB port also made them a safe charging station.
Results
The whole collection sold out.
Our Thoughts
Brands communicate in what they do every bit as much as in what they say. What does it tell us about Mömax that they have taken note of current anxiety about the harmful radiation of smartphones and come up with a solution?
It tells us they are aware; that they care; and that they are inventive.
90% of millennials sleep with their smartphones beside their beds, irrespective of the risks. In designing a piece of bedroom furniture that doesn't just keep the phone safe but fully charged, they are making a statement about everything they make and do.
What does this tell us about the agency?
It tells us they are aware; that they care; and that they are inventive.
I particularly like the nifty use of Google. When anyone searched for anything about smartphones and cancer, they were served an ad for Mömax. They'd gone online because they were worried. They certainly weren't expecting to buy a bedside table. That so many did is a testament to an agency doing what agencies have always done well. Sell.