Silentnight

Challenge

With a proud track record spanning 70 years, Silentnight are market leaders of beds and mattresses, and are proud to be a certified Superbrand for the last 13 years. Yet, even though Silentnight is the UK’s favourite (Source: GfK), they were in danger of losing share to trendy new ‘bed in a box’ disruptors, who were making it simple, stylish and affordable to buy a mattress. How could we confidently claim Silentnight’s crown as the rightful leaders in sleep?

Provocative Thought

With a bit of pseudo-science and a lot of styling, the bed-in-a-box brands are often selling a single mattress. They can’t match the range, craftsmanship, rigorous standards and sheer level of innovation you’ll get with a Silentnight. So, let’s go beyond feelings of nostalgia towards the Silentnight brand and show how no one is doing more to get you a great night’s sleep.

Solution

Our creative seamlessly linked the amazing process of making the mattress and how our innovation meets their sleep needs. Elevating Silentnight’s status to its rightful position as brand leader, we avoided a vague brand campaign by peeling back the sheets to show exactly why Nothing beats a Silentnight. Underpinning the promise were a host of reasons to believe, running across large format digital out of home, social, online, national press and PR.