Wednesday 16 October 2024
Beter Bed launches its first campaign with DDB
Today sleep specialist and market leader Beter Bed launches its new brand concept ‘Bed, Better Bed’. With this campaign, Beter Bed takes the next step in claiming the connection between better sleep and a better life. The market leader does this with the message: your life gets better when you sleep in a Beter Bed. The campaign, including a new commercial, was developed by DDB Retail, Beter Bed's new advertising agency after winning the pitch in September this year.
Bed, Better Bed: difference immediately tangible
With ‘Better (Beter)’ in its brand name, the sleep specialist also believes that the campaign should visualise what can be done better. The campaign shows the difference consumers will experience when they sleep on a Beter Bed bed. In the first commercial three characters are followed who, as soon as they sleep in a Beter Bed bed immediately wake up more energetic, happy and productive. The story ends with the last character in the shop, where a sleep expert is available for expert advice. An important part of the advice is the Beter Sleep iD, a comprehensive body scan that uses objective and independent data to help find the perfect mattress.
Being better on every level
‘With the commercial ‘Bed, Beter Bed’ we show what better sleep brings and claim ‘better living’,’ says Perijn Hoefsloot, responsible for Marketing at Beter Bed. ‘This campaign goes beyond sleep advice and products; the new concept obliges us, both brand- and sales-oriented, to be better at every level. It is our challenge to let all citizens of the Netherlands experience how sleeping better ultimately leads to a better life.’
The campaign, developed in collaboration with DDB, highlights not only the value of a good bed, but also the sustainability of the message. Sander Litjens, creative director, explains: ‘With this first commercial, we especially want to stick the message with the whole country. A memorable construct with a lot of mileage. We firmly believe that this campaign can last as long as a quality box spring. So that's quite a while.’
Integrated approach to this omnichannel campaign
Perijn continues: ‘Together with our new advertising agency DDB and media agency Zigt, we worked closely together from the first briefing to carefully develop this omnichannel campaign. This allowed us to perfectly align the concept and media deployment immediately. The first pre-test by neuromarketing research agency Unravel shows promising results and we are now especially curious to see the general public's response to the campaign.’
(This is a translation of a Dutch press release of Beter Bed)