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Gordon Young
Editor-in-chief at The Drum

Silentnight highlights the value of a good night’s sleep in new national campaign

The UK’s leading bed brand, Silentnight, has unveiled a new national marketing campaign.

Developed by The Market Creative, the integrated campaign celebrates what can be achieved with a great night’s sleep thanks to Silentnight - from mum running a 10k to a schoolboy winning a football trophy.

The Achievements campaign will run across all communication including online, outdoor, national press, home interest and social media. A 30 sec Achievements video-on-demand ad will start in the summer and will also be hosted online. 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 from Smoking Gun to lead on social media and PR. Olympic athlete and super mum, Jo Pavey, has been signed to front the PR with involvement 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.”

Sue Benson, managing director at The Market Creative, said: “We have focused on the ultimate benefit of a great night’s sleep – a great day ahead. So the campaign acknowledges the many things that everyday families can achieve. Inspiring reportage photography that reflects day-to-day living with a sense of fun and energy is at the core of the campaign and this approach will run across all channels.”

This is the first campaign that The Market Creative has delivered for Silentnight after winning the brand strategy and creative account in October 2014.

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