Manchester agency develops bed brand's TV campaign using Adsmart

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The Market Creative has developed Silentnight’s first TV campaign using Sky’s Adsmart technology.

Using AdSmart, Silentnight will raise awareness of its new store at Lakeside Shopping Centre among families and young people interested in buying a mattress or bed.

Geo-location advertising enables Silentnight to target those who live close to the shopping centre and during whatever they are watching across the entire Sky network.

The 30-second ad showcases Silentnight’s Eco Comfort, Studio and Geltex mattresses as well as Albany bedframes while also looking to reaffirm its UK heritage and position as one of the UK’s most trusted bed brands.

Sue Benson, managing director at Manchester-based The Market Creative, said: “This campaign is all about driving potential customers to Silentnight’s new store, so we wanted lots of pace and movement in the creative. We achieved this by coming up with an interesting way to show moving footage and stills of the products throughout the ad.”

Nick Booth, marketing director at Silentnight, added: “AdSmart is an efficient and effective way for us to target people located within a specific drive time of our new store. It enables us to reach new audiences who may have heard of us, but who want to know more.”

The Market Creative won the Silentnight brand strategy and creative account in 2014.