Driving Silentnight as an environmentally conscious brand

The problem...

While comfort and price were once the main focuses for bed buyers, environmentally friendly living has swooped into further influence consumer buying behaviour. So, Silentnight’s Eco Comfort mattress was a welcome product to the market, promising to stop millions of plastic bottles from entering the ocean by using them to make their mattresses.

But, how do you engage people to buy a bed made from thousands of recycled plastic bottles?

How we solved it...

We used our BE.CREATE Behavioural Opportunities Model to pinpoint the best way to target and speak to an audience whose eco outlook influences their buying behaviours. The launch of this product really shows Silentnight are committed to making a difference. Therefore to launch their Eco Comfort mattress, we devised a campaign that really showcased this commitment.

Creative Outcome...

The creative aimed to inspire people with the feeling of sleeping in a bed that’s not only comfortable, but good to the environment. So, we took the beds to the great outdoors photographing them on them a beach, a nod to the commitment made by Silentnight. 

The campaign was wrapped up with the line “A great night’s sleep shouldn’t cost the earth”. The campaign encapsulates Silentnight’s eco credentials while also dispelling any barriers of having to pay a higher price tag.

Success...

The campaign was launched in September 2018. It gained traction with PR around the partnership around marine trust.