IPA Effectiveness Awards 2005: Bronze Award - Silentnight

SILENTNIGHT Campaign: My first bed Client: Silentnight Agency: Feather Brooksbank Principal author: Gary Wise Media used: TV, print, cinema, ambient, press

CASE SUMMARY

The strategy's real success was the way the media engaged Silentnight's core audience of parents and children to excite and intrigue them and then, ultimately, gain their trust.

To highlight the intricate planning effectively, the paper is written partly from the perspective of a seven-year-old boy and his mother. National coverage was used to lay solid foundations for the product, television ads reinforced the equity and status of the brand, cinema stunts added a fun element and magazine inserts acted as a catalogue to showcase the product benefits. Ambient media was used to bind the other campaign elements together.

The campaign surpassed its aim of achieving a 25 per cent share of the market for single beds that retail for £300-£400 - Silentnight sold more than 14,500 beds, giving it a 50 per cent share.

JURY'S VIEW

This paper was a well-written, convincing and interesting case, which employed a clear media strategy and used the various media channels effectively.

The campaign demonstrated a good use of integration and joined-up thinking, backed by good research and results. Of particular note were the cinema bed stunts, which the judges noted as a clever idea.