Revealing the secret to a great brand campaign for Silentnight.


Silentnight was looking for a strong brand campaign to bring to life their proposition of ‘quality sleep solutions for all the family’.

Shaping shopper behaviour

Working with the strapline ‘The secret to a great night’s sleep’, we created a brand campaign to promote the real truths and benefits behind how Silentnight beds give you a great night’s sleep.

We launched the ‘My Sleep Secret’ campaign, which heroed real customer experiences of Silentnight’s product range. The campaign features reportage style photography accompanied by quotes from real customers, revealing their secrets to a great night’s sleep. This campaign was rolled out across national press, independent retailer POS and social media.

Also, in celebration of their 70th anniversary, we extended the campaign into an emotive brand video that lives and breathes the Silentnight brand. The video is told from mum’s perspective as she makes her way through the house. It captures the family waking up on a Saturday morning after a wonderful night’s sleep in their super comfy Silentnight beds.

The video is being used on their Silentnight’s website, with retailers and also for use in video on demand.

Driving business

The brand campaign has really resonated with Silentnight consumers, with many getting involved and sharing their ‘sleep secrets’ on Twitter. It will be a major asset for the brand’s consumer communications programme over the coming months.

Delivered industry benchmark beating results.

Driving business

Revealing the secret to a great brand campaign for Silentnight.

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