Singapore – Mattress manufacturer Simmons has launched a new campaign urging Singaporeans to prioritise sleep in collaboration with McCann Worldgroup Singapore.
The ‘Advance Your Sleep’ campaign, in time for World Sleep Day, celebrates the centennial year of Simmon’s Beautyrest brand. Through the campaign, the brand showcases its innovation towards smarter ways to sleep.
Simmons and McCann Worldgroup Singapore is releasing a social film on TikTok and YouTube while conducting on-ground activations aimed at young adults. It is set to run across Singapore, Malaysia, Indonesia, the Philippines, Vietnam, and Thailand.
The campaign builds on the findings of a 2023 study that Singapore is the third most sleep-deprived country.
Samantha Vong, managing director at Simmons SEA, said, “We conducted a closed-door pitch with some notable creative agencies last year and McCann’s creatives won the hearts of the management as well as a team of staff, made up of 20s to 40s, selected to vote and provide valuable feedback. The same creative was also tested in the regional markets, which garnered a positive response. The entire “Advance Your Sleep” campaign succinctly addressed the challenges we faced.”
“The creatives and headlines were cleverly crafted to relate with our 20s to 35s audience (keyboard, planet care and smartwatch, hustle culture etc). The RTBs, with their distinct colour scheme and spot-on creatives, help us to ‘cut through the clutter’ and stand out from a sea of sameness in the mattress industry. Accompanied by a well-thought-out media plan, we are confident it will drive desirability for Simmons brand amongst these younger audiences.”
“Last but not least, it is amazing that after 20+ years, Simmons is back to working with McCann Worldgroup. We are assured of McCann’s team and their work, just as much as our customers are assured of Simmons quality and our brand promise of undisturbed sleep for a healthier you.”
Fathrul Fazakir, general manager at McCann Singapore, commented, “Singapore is consistently ranked among the most sleep-deprived cities in the world. What should be essential has unfortunately become a bit of a luxury. On World Sleep Day, we’re advocating for better sleep for the region by partnering with Simmons, experts in rest with a 100-year-old legacy. We hope that as everyone advances in life, we’ll advance their sleep with the latest in sleep tech.”
