Celebrating choice with an integrated Silentnight brand campaign

Challenge


Slientnight challenged us to create a brand campaign with the objective of raising awareness of its wide range of beds and mattresses in order to drive sales. The range includes mattresses for all types of sleeper from young babies to the mature sleeper – all of whom require specific and unique types of support, breathability and style.

Shaping Buyer Behaviour


Insight: Many ‘mattress in a box’ manufacturers are making claims that one type of mattress is suitable for everyone.

Silentnight has spent years studying sleep patterns and know that nobody sleeps the same. There’s no one size fits all, different types of mattress and beds suit different types of people.

We want shoppers to choose what’s best for them, so they get the benefits that come with a great night’s sleep. That means embracing the wide choice available.

We created an integrated Silentnight brand campaign including national press, digital advertising aligned with PR and social media.

We also developed a 30-second TV ad to tell the story of a perfect night’s sleep, which starts by choosing the perfect bed. “Sleep Your Way” takes viewers through four different bedrooms. We applied an interesting visual treatment to the TV ad to show the transition between different bedrooms, highlighting the contrast between products.

Driving Success


The Silentnight brand campaign launched on 23rd October 2017 until will run until the 19th November, so we’ll have results available soon.

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