Silentnight unveils 'Achievements' marketing campaign
The integrated campaign focuses on what can be achieved following a good night’s sleep thanks to Silentnight - from a mum running a 10k race to a schoolboy winning a football trophy.
Developed by The Market Creative, the Achievements campaign will run across all communications including online, outdoor, national press, home interest and social media. A 30 second video-on-demand advert will start in the summer and will also be hosted online. In addition, a separate brand video will be hosted on retailer websites.
Silentnight has also pulled in support from its in-house web team to develop a ‘sleep for success’ content hub and Smoking Gun to lead on social media and PR. Olympic athlete Jo Pavey has been signed to front the PR and she will also be involved in press days and social media initiatives.
Nick Booth, marketing director at Silentnight, said: “We were looking for a strong brand campaign to drive the importance of a great night’s sleep and support our quality sleep solutions for all the family proposition. The new campaign delivers on both counts.
“We’re also delighted to be working with Jo Pavey – she’s an absolute inspiration and her success is a great example to us all of what can be achieved when you have enough energy and focus to set your mind to it.”
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