Purpose:
Appeal to people who are serious about their sleep and develop long-term relationships with them
Key Findings:
The brand's exclusive reliance on radio with a consistent brand voice created through its creative campaign has led European Sleep Works to a 6% increase in annual sales while the industry is down 6% in annual sales.
Key Takeaways:
- European Sleep Works leverages the trusted relationships that radio stations have with their listeners to convey the straight facts about how the brand delivers health, comfort and value without gimmicks or promotionally based advertising.
- Partnership with Sedge Thompson, a trusted, talented and well-known host of PBS "West Coast Live" to become the spokesperson to deliver the messages.
- Campaign utilizes key sonic identifiers including the unique and recognizable voice, paired with a consistent music style for its radio commercials that have led to lifts in brand awareness, traffic and sales.
- Customer feedback on the advertising consistently positive and repeat sales is a testimony to the longterm strategic approach.