Most mattress advertising campaigns stick to the same playbook: nighttime images of a bedroom that suggests how this particular mattress is either value-priced or extremely comfortable. Sometimes
there are even sheep involved.
Now, Simmons and its global marketing agency KBS, part of MDC Partners, are introducing “Look Out World,” a new campaign designed to position
Simmons Beautyrest as a lifestyle brand that illustrates how a good night's sleep affects a person's daytime activities.
"The advertising needs to create awareness and attribution for Simmons
Beautyrest and help Beautyrest become top of mind for consumers considering purchasing a new mattress," says Dan Kelleher, Co-CCO, KBS NY. "Simmons Beautyrest's advertising is outspent
significantly by its competitors, so it's that much more important the Beautyrest advertising break through the clutter with memorable messaging."
This concept is different from previous
initiatives. First, it continues to shift the brand away from local "dealer" spots to national brand messaging.
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Also, the ads attempt to reach shoppers through humor instead of product
advertising. In fact, two of three spots don’t even show a bed or bedroom scene, which is quite unusual for the sleep category, say agency executives. The ads also ignore the common tropes of
current technical benefits and how this mattress directly results in refreshing sleep.
"Consumers are bombarded and confused by mattress companies touting the benefits of foam, coils,
air pockets, numbers and whatever new technology is the flavor of the moment," says Jonathan Mackler, Co-CCO, KBS NY. "Beautyrest's advertising takes a different route and talks to consumers
about what a great night's sleep will mean for them the next day. We’re not just talking about comfort. We’re talking about waking up feeling like a coiled cobra, full of energy and
enthusiasm, ready to strike!"
The campaign runs across broadcast TV, as well as digital and social channels. Spots can be seen here, here and here.