High end beds are a longer consideration purchase and give us opportunity to influence customers long before they set foot in the bed showroom. We positioned Sleepyhead Sanctuary as the ultimate bed by articulating the craft and detail that go into its construction.
The campaign line was “The most beautiful sleep ever made”.
The launch spanned TV, digital, print, website design right the way through to point of sale and sales collateral.
To kick off the launch we collaborated with upscale lifestyle magazine Mindfood to produce a commissioned editorial fashion spread featuring a sleeping model wearing leading designer wear.
Top fashion photographer Derek Henderson took the shots and directed the content, creating an authentic premium fashion aesthetic.
The campaign runs in New Zealand and across Australia under the brand name Sleep Maker.
Derek Henderson (director/photographer) Union (website build) Lassoo Media and PR