SOURCE: Sleepy's

Sleepy's

December 21, 2011 09:27 ET

Sleepy's Hits a "Soft Spot" With New Ad Campaign Stressing Bedroom "Sanctuaries"

Commercials Reinforce How Much (Non-Sleeping) Life Takes Place in Bed

HICKSVILLE, NY--(Marketwire - Dec 21, 2011) - Sleepy's the Mattress Professionals, the largest retail chain of mattress stores in the country, is launching a new thirty-second ad that underscores the role a good mattress plays in everyday life. Featuring a cover of the Beatles' classic "In My Life," the commercials show sweet and poignant vignettes of all stages of life including: newlyweds, pregnancy, babies and kids enjoying their beds.

"We've all heard the adage that we spend one-third of our lives in bed," says Adam Blank, Sleepy's Chief Operating Officer. "These ads aim to show just how much valued, personal, non-sleeping time is spent 'hanging out' on a comfortable mattress."

The campaign was based in part on proprietary research the company conducted to determine how people view their beds and bedrooms. The results showed that:

  • 60% of 1000+ Americans surveyed consider their bed a family gathering space where the kids and pets pile on for bonding time.
  • 52% thought of their bedrooms as "sleep sanctuaries," places of great comfort and security which "allow them to get their 8 hours [of sleep.]"
  • Nearly forty percent use the bed as a "multi-purpose" area for TV watching, reading, spending time online and sleep.

The campaign, designed by Sleepy's award-winning in-house advertising team led by Creative Director, Cindy Rosenfield, consists of a 30-second spot showing couples and family and even family pets enjoying downtime on or in bed. The ads will begin a network schedule on December 26 after an "exclusive trial run" with Google YouTube TrueView pre roll, according to Greg Longmuir, Sleepy's Director of E-Commerce and Online Marketing. To see the whole 1 minute commercial that will air on December 26 click here http://www.youtube.com/watch?v=jioO_qCZ4sQ

About Sleepy's
Sleepy's, The Mattress Professionals® is a privately-owned 4 generation company with over 700 retail locations in thirteen states, spanning from Vermont to Virginia and available nationally through www.sleepys.com. Throughout Sleepy's 53-year history, they have supported the idea that one mattress does not fit all, carrying a wide selection of mattresses so their customers are certain to find the one that suits them best. Keeping up-to-date on all the latest innovations in sleep technology, Sleepy's, The Mattress Professionals® carries the latest in Sealy, Serta, Simmons, Beautyrest, Posturepedic, Tempur-Pedic, Sleep To Live mattresses, the Dr. Breus Bed™ and 12 other brands to fit any price range or comfort level. For more information, call 1-800-SLEEPYS (1-800-753-3797), or visit us at www.sleepys.com.