Silentnight is the UK’s largest manufacturer of branded beds for the home. Most famous for their ‘Hippo’ and ‘Duck’ campaign in the 1980’s, they launched their “Sleepetc” campaign in 2005 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 to promote their new “Sleepetc” philosophy by activating a campaign that would reach out to younger consumers, who had typically placed price above quality and durability, in selecting a bed.
With younger consumers focussing on price, we needed to give them an experience around the bed that would shift the importance of price to quality.
To fit in with the product message we needed to give people experiences that showed how a bed is not just for sleeping.
What we did
We created the Silentnight bed booth – a bed in a branded glass booth, which we took on the road to three major UK cities – Leeds, Birmingham and Bristol – to show stressed-out office workers how your bed can be used for relaxation and living your life on.
To immerse consumers in the brand message we kitted out the booth with magazines, books, TV’s and games and even had a masseur on hand to work away all those aches and pains! People especially enjoyed a good mattress bounce! Our brand ambassadors also gave demonstrations on how to enjoy yourself on the bed with “Bedercises” and relaxation classes.
Once people were inside the bed booth we gave them a 10% off voucher and entered them in to a draw to win a new double bedstead. We drew the winners at 5pm each day – an event that saw many people returning to see if they were the lucky winner!
So, what happened..?
- 12,000 people actively engaged in the activities in and around the bed booth.
- 70% increased awareness in benefits and values of a new bed.
- Early morning radio spots increased buzz which gathered large crowds.
- Cost per awareness £0.04p
Hotcow did an excellent job and always came up with new ideas to deliver more than we asked for. They were a great find and one that we will be using again.
Account Director, Brazen PR