Sleepmasters “I’m sorry” TV and Radio
Retail Marketing Agency Public, conducted consumer research that revealed spending a little extra time in bed was most people’s favorite treat. We also concluded that consumers are put off by ‘hard sell’ and ‘price led’ bed advertising and the prospect of a hard sell in-store.
Public’s ‘I’m Sorry’ TV campaign for Sleepmasters was based on their observations and insights into the emotional relationship people have with their beds, and was executed across TV, radio, POS, press and Online.
Sleepmasters sales staff were also inspired to create an in-store experience that consumers wanted, which when combined with the campaign launch, contributed to a double digit YOY sales increase of Bed buying.
Recent research also showed that the Sleepmasters commercial was more memorable than their competitors with larger media budgets.
