Silentnight Bed Booth

The Brief

Silentnight beds has high brand recognition, particularly among the over 35s, due in no small part to the very successful ‘Hippo’ and ‘Duck’ campaign which has, since 1986, demonstrated the ‘miracoil’ spring system. In 2005, Silentnight launched their Sleepetc Philosophy promoting the idea that a bed is no longer just a place to sleep but where we lead an important part of our lives.

To back a marketing campaign which included television and press advertising, Silentnight wanted a campaign that would reach out to younger consumers, who had typically placed price above quality and durability in selecting a bed.

The Activity

To promote the Sleepetc philosophy we brought to life the Silentnight bed booth: a bed in a glass booth, which we took to Leeds, Birmingham and Bristol.

By offering hand massages, video games, card games, free newspapers and every now and then a good old fashioned mattress bounce, we were able to attract a steady stream of visitors who all got to experience life on a Silentnight bed.

The Results

Over the three days of the campaign, 12,000 people came and took part in the activities in and around the bed booth. Early morning radio spots started the buzz and word of mouth meant that by lunchtime on each day a big crowd had gathered. Those coming into the booth generally spent around five minutes sitting, lying or bouncing on the bed.

The Silentnight campaign gained significant local coverage and was the main talking point of the day. The nature of the activities meant that Silentnight could hit its target market, getting younger consumers to come and feel the difference between the cheapest and the best.