Spearheaded by a number of print executions running in magazines across China, the push also incorporates significant outdoor and POS advertising. Timed to coincide with Chinese New Year, the campaign aims to raise brand awareness, while conveying the message that the benefit of a good night's sleep on a Slumberland mattress makes it worth investing in one.
"After being in the China market for more than 15 years, Slumberland's brand is still relatively unknown to the general populace," said Tan Shen Guan, executive creative director, Y&R Asia.
"This is because of its past emphasis on advertising only to the trade industry, along with the general perception from Chinese consumers that spending so much money on something to sleep on is an item of luxury."
According to Tan, the print ads are simple yet effective. The four different versions feature front-on headshots of the talent, with their messy hair conveying the feeling that they have just gotten out of bed. In the top right corner of the ad is the tagline, which reads, 'Hair by Slumberland'.
"You can tell who has had a great sleep on a Slumberland mattress," said Tan.
"(The campaign) targets middle-income white-collar workers, who, with their rising income and pressure of long working hours, now realise the value of a good night's rest. They are now willing to pay a premium for this experience."
Tan added that Slumberland competes with all international and local mattress brands across China, which typically offer their products for much lower prices. The campaign is expected to run for the next few months.
'Hair by Slumberland' pitch for China
Mattress and home furnishing brand Slumberland has rolled out a national campaign, its first consumer campaign in 15 years.
