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Sleepless dreaming
US – Mattress retailer Casper has launched a new campaign aimed at late night insomniacs.
- The adverts show no brand name, and prompt viewers to call a number on the screen if they can’t sleep
- All three spots will be aired on various US television channels between 2:00am and 5:00am
The campaign is delivered via three short ads that don’t mention the brand anywhere. Simple vintage stock footage is used and a phone number is provided for viewers who can’t sleep.
On calling the number, consumers are greeted by recordings and soundscapes designed to send them to sleep. Casper is not mentioned until option nine, when callers are offered the chance to be put through to a representative.
Lindsay Kaplan, vice-president of communications and brand engagement at Casper, explained in an interview with Advertising Age that the campaign was born from a focus on ‘the escapism of sleep’. ‘We’re selling sleep. Our goal is to remind you that sleep is essential to happiness. The mattress comes later.’
The Big Picture
See how MailChimp’s latest campaign also lured consumers on intrigue and discovery, rather than directly promoting the brand, in our Activate report.
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