A national campaign revealing the factors keeping Brits awake at night based on location and lifestyle

Challenge

Bensons for Beds needed to build brand warmth, reputation and trust, ensuring it was top-of-mind for customers thinking of their next bed. They wanted to find ways to bring their “Sleep is our obsession” brand platform to life, while cutting through the noise of the January sales.

Bensons know that good sleep is essential for our mood, health, productivity and relationships. Yet, for many customers, it seemed unpredictable. Bensons for Beds wanted to prove they were sleep experts and able to predict how local, lifestyle and environmental factors can shape how we sleep.

Activation

We created The Sleep Forecast, a playful yet practical digital tool designed to give Brits an insight into what might influence their sleep each night.

The tool combined personal sleep habits with real-time influences, including weather conditions, traffic-related pollution, and local and national news, to offer tailored tips and sleep advice on getting a better night’s rest.

Impact

A national campaign that delivered earned media coverage and measurable SEO impact. Radio and news articles reached millions and brought sleep to the forefront of the national conversation.