Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms.
It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia.
The Bedroom Report reveals everything from our favourite sleeping positions and who wakes up when their partner moves in bed, to the number of females who snore, but claim they don’t.
It tells us who still sleeps with a light on, what keeps us awake at night, the number of people who sleepwalk (naked), who goes through their partner’s bedside table, and more.
With the campaign focusing on the bedroom habits of real people, what Bedshed found out was very genuine, often surprising, and puts back what Gruen’s Russel Howcroft said was missing from bedding industry advertising: fun.
Luke Clarke, national marketing manager at Bedshed, said: “This informative and fun campaign has been eight months in the making – it takes a multichannel approach that will run through all touch-points of our business.
“This simply enables us to better help our customers with the products and advice that will make their bedroom a better place to be.”
All the details will be revealed in a fully integrated nationwide campaign incorporating TV, radio, social media, point of sale, online and PR, along with in-news and radio program features.
View the 30-second and 15-second spots below, and the campaign website here.
Creative directors: Brett Wheeler and Liz Hammond
Writers: Dav Tabeshfar and Steve Brown
Designers: Enrico Bettesworth, Monique Gordon and Ben Wright
Producers: Shannon Hicks and Shelley Guy.
Production: Penguin Empire
Director: Steve McCallum
Post-production: The Office of John Cheese
Sound design: MDS
Strategic direction and client management: Callum Mackenzie, Richard Beards, Claire Bassula and Eva Syahrul
Client: Bedshed (Luke Clarke, Michelle Vlahos and Louise Leadbitter)
Research: Painted Dog
Website: Rare, Workhouse Advertising
PR: N2N Communications
Media planning and buying: Karen Blight, Media Forte