Low brand awareness and tight promotion budget together with the growing of middle income group and increasing consumer expenditure driven by rising awareness among the people regarding sound sleep quality presents problems and opportunities for Sealy, one of luxury mattress brands that strives to get successful business in Indonesia. This non-thesis project will propose and design a low cost marketing communication plan, or later called just the plan, to address the problem. This project’s methodology is qualitative with pragmatist paradigm that will give a deep perspective and comprehensive understanding of a given phenomenon within a particular context in the final result and freedom of choice to select techniques and procedures that best meet the needs and purposes of the project. The plan is developed through SOSTAC® method with overall budget cost of Rp. 600 million that will be executed in September 2021 until February 2022. The plan will use digital marketing as strategy to convey the campaign tagline of “not all mattresses are the same” to the target audiences through 3 online tools namely: website optimization, digital advertisings, and social media activation.

Keywords: marketing communication, SOSTAC®, brand personality, brand awareness, digital marketing, luxury mattress.