Serta and its agency Doner are launching the mattress brand's first advertising campaign that promotes the overall Serta brand rather than the traditional product- and sales-focused approach.
The multifaceted 'Declare Peace' campaign is designed to address the unrest and discomfort Americans are facing from today’s always-on culture and the ongoing stressors of everyday life. The creative also brings in elements of the trendy Danish concept of hygge (pronounced hoo-ga) to drive home a feeling of comfort and coziness and remind people that their bedrooms can be a place of peace.
"Not only are American’s experiencing record-level tension and discomfort, but there is a timeliness to the campaign. There is an enormous amount of cultural volatility underscoring consumers’ need for peace,” according to the agency.
The campaign is intended to tap into that consumer tension with a message that a quality mattress can at least alleviate some of the stress of everyday life and generate greater relaxation and a bit of peace.
TV spots launch today.
Display media will run across Spotify so listeners can 'earn' 30 minutes of uninterrupted play. Users select the 'Sleep' or 'Chill' channels on Spotify, then they’ll be prompted to watch Serta's video, and contextual digital ads will play in sequence during the listening session.
The new DeclarePeace.com content hub offers tips and inspiration for people to transform their bedrooms. And an online and social media sweepstakes awards a grand-prize bedroom makeover plus weekly prizes like mattresses, pillows, blankets, and sheets.
Serta is also introducing the first "Comfort Corner" pop-up in New York City, where people can turn-in their phones, turn off their stress, and learn how to transform a bedroom into a serene and peaceful place. Actress Jamie-Lynn Sigler has been enlisted to help encourage people to visit and raise awareness across social media.