Martin|Williams Awakens Sleeping Giant
MINNEAPOLIS, May 21, 2012 — There’s no rest for the wicked. Or for brand marketers – if you’re Martin Williams, the Minneapolis brand activism agency who this week launches an intensive campaign to re-energize the iconic 135-year-old Simmons mattress brand.
The multi-media campaign takes the brand conversation out of the bedroom – the tired venue for mattress advertising for decades – and puts it in front of the consumer workforce. Broadcast includes :30 second national and cable TV spots that invite viewers to see exactly what happens when you go through life half asleep, thanks to a less than ideal night’s sleep. Workers smack into glass doors with their morning lattes or arrive at the parking ramp with their bicycles still on roof racks, all because they're not living life fully charged – the campaign’s motivational call to action.
Other elements of the campaign include a newly designed brand website, social media content and promotions, POS materials, dealer videos, SEO marketing, print executions and the largest ever media spend in Beautyrest™ company history across every major national morning timeslot and premium cable venues. Media focuses heavily Wednesday through Sunday, the key buying period for mattress purchase. Martin Williams also developed a new brand icon – a person sleeping within a recharging battery – suggesting the human battery being recharged. The campaign elevates the idea that Beautyrest™ creates more than just mattresses, but rather individual charging stations for everything you want to do tomorrow and in the future.
“It’s an incredible opportunity to help reposition a brand as iconic as Beautyrest™,” says Tom Moudry, Chief Creative Officer and President, Martin Williams. “Beautyrest™ is more than just a mattress, it’s an intrinsic component to health and wellness and the way people live their lives.”
Martin Williams began work with Beautyrest™ in 2011 after a nationwide agency search to find an advertising partner to handle the company’s brand. What began as a single brand engagement has since turned into a comprehensive brand strategy rethink that today also sees Beautyrest elevated to lead brand status and the Simmons name become more of a holding company.
“This is an important juncture in the history of the Beautyrest™ company and brand,” adds Moudry. “We’re going to stay fully charged and awake for that.”