Mattress brand Sleepwell, in its brand campaign, takes a relook at caring for others, and what better way to show you care than ask if someone slept well and is rested. The brand film has been launched to coincide with the ICC Cricket World Cup across platforms such as TV, digital and retail OOH mediums.
The brand film is a sequence of different people from all walks of life – a doctor, a college student, a soon-to-be-father, your neighbouring aunty, a school boy, an employee – and how the simple question “Did you sleep well” lifts their mood, all because someone showed they care.
The campaign, conceptualised by Sideways Consulting, emphasises that showing concern for or inquiring about someone’s sleep is not just a gesture, but an expression of love and care.
Nilesh Mazumdar, Chief Executive Officer, Sheela Foam (Sleepwell), said, “Sleepwell wants to change how consumers look at the sleep category, beyond just products and its inherent technical language. We want to introduce the human element of emotions and empathy in the conversations and are inviting people to show that empathy by asking ‘Did you sleep well?’ The campaign promoting a culture of care for others will further deepen the bond that people have with the brand Sleepwell and be a crucial element in driving the business growth with equal rejuvenation through innovations and retail.”
Abhijit Avasthi, Founder, Sideways, said, “I am excited about this really big idea. Not only is it disruptive in a category that lacks marketing imagination and relies heavily on celebrities, but it plants the seed of a much-needed texture of softness and empathy in the fabric of our society. And that too by leveraging the brand name!”
Vivek Sharma, founder of marketing consultancy Altivyst Advisors, said, “In a category that comes in consumer life once in 8-10 years, sowing the seeds of everyday care and concern through the brand Sleepwell is a fantastic way of building continuous engagement and consideration with people.”
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