We’re launching a new advertising campaign this week for sleep experts Silentnight.

For the first time we’re making real people the focus of Silentnight’s advertising to reveal to the nation the secrets behind a great night’s sleep.

Featuring a series of executions that reflect Silentnight’s product range and target core audience groups – from new mums to families – the My Sleep Secret creative concept celebrates Silentnight’s secret to waking up and feeling refreshed after a great night’s sleep.

It brings to life real consumer quotes, sourced from hundreds of positive online product reviews.

The creative route has researched extremely well with consumers who find it reassuring to see real reviews as well as the peace of mind they get from quality product endorsements such as the Which? Best Buy logo.

The simple yet persuasive story will run across all channels, strengthening the approach.

Print and digital ads will run in national press and across a range of consumer media, encouraging readers to go in-store or online to drive sales leads.

We’ve been working with the PR team at Smoking Gun to ensure a consistent message and fully integrated approach. They will be managing a social media campaign to encourage consumers to share their sleep tips using #mysleepsecret. Working alongside Silentnight’s in-house development team, the agency is handling digital content creation and blogger engagement, as well as trade PR.

A word from our client

“This campaign brings to life all of the little stories and insights we hear from customers about how we have helped them improve their sleep. This isn’t just us saying our products are great; it’s genuine customers talking about how they have benefited from our products, making it all the more compelling.” Nick Booth, Marketing Director at Silentnight

My Sleep Secret marks a step forward from our first campaign for Silentnight, after winning the brand strategy and creative account in 2014. It’s evolution rather than revolution of the Achievements campaign, which celebrated what can be achieved after a great night’s sleep thanks to Silentnight – from mum running a 10k to a schoolboy winning a football trophy.

Please get in touch if you’d like to talk about what you could achieve with your next advertising campaign

Max McLaren