Bed and mattress retailer Bensons for Beds has launched a 360 campaign highlighting the brand’s “obsession with a good night’s sleep”.
The 29-second ad, *produced by Park Village and directed by Elliot Simpson, follows the retailer’s staff as they meticulously inspect every bed for quality and value on the manufacturing line while continually enhancing their ‘beducation’.
The 360 campaign will be rolled out in-store and across TV, radio, and social channels including Meta and Pinterest. It will also be supported by influencer content, where social media influencers will go “backstage” to test the comfort of the beds for themselves.
It is Bensons’ first campaign since it appointed Krow Group as its lead creative agency in July.
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Benson for Beds head of marketing Lisa Richards said: “It’s been great to kick off our new partnership with Krow Group with the launch of our new strategic positioning, ‘Sleep is our obsession’. This period is such a key moment for us and the campaign truly emphasises our passion for helping our customers find the perfect bed to help them get their best night’s sleep”.
Krow Group group executive creative director Darryl George added: “We’re excited to launch a new positioning and creative campaign for Bensons for Beds that will cut through the bedroom clutter. It’s a crowded market, so the attention-grabbing and flexible brand world we’ve created for them will help us communicate craft, product, and promotional messages effectively in every channel”.
*amended to add production company and director credit
