• by Staff Writers , September 5, 2008

Finalist - Research/Consumer Insights

Marcia Selig; Joe Serlin; Lindsay Tomlinson; Carter Wall

Want to find a more effective way of targeting prospects for a sleep-enhancing line of mattresses? If you're the media team at Milwaukee agency Cramer-Krasselt, you research American sleep patterns to identify who will be most receptive to client Sealy Posturepedic's unique product attributes. The research revealed that the average American sleeps only six hours per night, not the recommended eight.
Armed with this insight, Spark targeted sleep-deprived consumers looking to get the most restful six hours of sleep they possibly could, placing Sealy's "better6" message when and where people are most cognizant that their waking lives are encroaching on their sleep: in out-of-home and Internet media, for example, and during sleep-relevant time periods like mornings and evenings, when real-life issues (family, work, exercise and travel) bite into sleep time.