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Silentnight - My First Bed Launch - A media strategy you can trust
Gary Wise, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2005
This is a good example of a thoughtful and well-integrated campaign. To support the launch of their new My First Bed range of beds for children, Silentnight ran a multi-channel campaign designed to stimulate sales through ‘pester power’.
This is a good example of a thoughtful and well-integrated campaign. To support the launch of their new My First Bed range of beds for children, Silentnight ran a multi-channel campaign designed to stimulate sales through ‘pester power’. Ads in TV and cinema got kids excited in the product, while ads in magazines like Practical Parenting reassured their mums about quality. An interactive web site allowed parents and kids to explore the product together, and thus converted interest into sales. The result was increased awareness of the brand and the new product, leading to an increase in sales and market share. The judges were impressed by the co-ordinated way different media were used in this case. In particular, they thought that putting the product into cinema foyers so that children could experience them immediately after seeing the ads was a very clever idea.
James Hillhouse, Account Planning Group - (UK), Commended, Creative Planning Awards, 2001
Campaign in women’s weekly magazines for PG Tips, to persuade mothers to offer tea to their children so that they pick up the tea habit.
Campaign in women’s weekly magazines for PG Tips, to persuade mothers to offer tea to their children so that they pick up the tea habit. Highly commended, APG Awards 2001.
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