Every year the world of marketing and advertising is witness to companies pushing boundaries of creativity to woo their customers and leave an indelible imprint on the minds of their prospects. It is fascinating to see the evolution of this industry and that there is so much thought and contemplation before putting the ads in the market. ‘ Did You Sleepwell ?’ is one such campaign which created a lasting impression with its very subtle message, motivating me to articulate a post today.
Sleepwell Mattresses have been around for long and have carved their own place in the mattresses market. They have also been consistent with ads in the print and the audio visual media. However their campaign in 2023 was a class apart. Helmed by Sideways Consulting, the campaign was much more than just about selling mattresses. It was more about building relatiobships, about being courteous, respectful and of course empathetic. It was also about ‘ sleep ‘ and that how important it was for good health and to start a day on a fresh, energetic note. The campaign came out with two short videos, both of which had an emotional and humane touch to it.
1. A young girl and an elderly woman of the neighbourhood
The first act is of a young girl, full of energy on a bright sunny day in a simple neighbourhood. She notices one elderly woman and goes to greet her by asking her ‘ did u sleep well ‘ . The elderly woman is surprised at the question, the young girl repeats and then the elderly woman answers in the affirmative, touched by the concern of the young girl. A smile comes on her face. The young Samaritan does her job, makes the senior citizen happy.
2. The head of a company and a junior employee in a Lift
The second act which is my favourite is a Lift scene. A junior employee meets the Head of the Company in the lift. The young employee feels a bit intimidated by the presence of the senior person and is visibly nervous. The senior very humbly puts a question to the junior employee ‘ did u sleep well ‘ while putting a hand on his shoulder. The youngster replies in the affirmative with an edgy smile, touched by the gesture of the elderly statesman. As the senior leaves the lift, the look on the face of the employee is both of bewilderment and happiness. A great way to start the day with such an impulse.
Asking someone ‘ Did you sleep well ‘ is not a part of our general discourse or greeting, but it can be seen from the advertisements how moving, encouraging and motivating it can be. The question has a subtle nuance to it and is layered in empathy and the advertisements have been able to bring about this embedded tenderness in the question so beautifully. No wonder the impact on the audience has been profound, so important it is to ‘ Sleepwell ‘.
The Lift Ad is attached…Enjoy !!
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The Sleepwell company has found a very appropriate niche in its advertisements to promote its brand. The ‘Ads’ dwell on the resultant pleasantries exchanged between two people on the query ‘Did you sleep well ? This is indeed a very civil and polished way of approaching people and influencing them. Such ‘Ads’ are very alluring. They not only bind existing customers but also attract new customers to the brand.
Riz Khan has highlighted this technique as a good example in marketing strategy.👌👌
So true