Independent agency Dig has unveiled a new integrated campaign for SleepMaker’s Performance mattress range, positioning the brand as the smarter solution for Australians chasing better sleep in an era of endless hacks and trends.
With sleep increasingly top of mind, many Australians are going to extreme lengths to improve it, from mouth taping to elaborate night-time rituals, yet often overlook the most important factor: their mattress. The insight driving the campaign is that while people are actively searching for better sleep, they’re missing the one change that can make the biggest difference.
The campaign, ‘Change Your Mattress, Change Your Sleep’, brings this truth to life by exaggerating the lengths people go to in pursuit of rest, while highlighting SleepMaker’s patent pending Smart Suspension Technology. Designed to minimise partner disturbance and promote a cooler sleep experience, the Performance range helps consumers fall asleep faster and stay asleep longer.
The work was developed in collaboration with media agency Kaimera and builds on a shared strategy to reframe how Australians think about sleep solutions, shifting focus away from fleeting trends and towards foundational change.
The campaign is now live nationally, rolling out across BVOD with three 15-second spots, alongside digital, social, influencers and a strategic partnership with Mamamia aimed at educating consumers on how to achieve better sleep without the noise of passing fads.
Kat Loizides, client partner at Dig, noted the campaign was born from a friction point between consumer behaviour and product reality.
“While Australians are increasingly desperate for better rest, there is a fundamental disconnect. People will trial almost any sleep hack imaginable while completely overlooking the state of their mattress. This provided us with incredibly rich territory to explore creatively. By leaning into these extreme behaviours and dialling them up, we’ve been able to highlight the absurdity of the ‘sleep hack’ era while positioning SleepMaker’s technology as the ultimate, foundational solution,” said Loizides.
Felicity Turner, general manager marketing at The Comfort Group, said the campaign reframes the sleep conversation in a meaningful way.
“There’s no shortage of advice when it comes to getting better sleep, but much of it overlooks the fundamentals. This campaign is about cutting through that noise and helping Australians focus on what really matters. With our Smart Suspension Technology, we’re offering a genuinely better sleep experience, one that’s grounded in innovation and designed for how people actually sleep,” said Turner.
Credits:
Creative Agency – Dig Agency
Chief Creative Officer – David Joubert
Creative Director – Tim Bishop
Motion Graphics Designer – Alex Romeo
Senior Graphic Designer – Simon Gray
Client Partner – Kat Loizides
Account Director – Tayler Craig
Production – The Production Group
Director – Andrew Garrick
Producer – Madelin Logan
Media Agency – Kaimera
General Manager – Garth Moring
Strategy Director – Rachel Crethar
Client Manager – James Probyn
Senior Client Executive – Lucy Sun
Senior Digital Associate – Mila Cepus
Content Manager – Ella Dalton
Client – The Comfort Group (SleepMaker)
General Manager Marketing – Felicity Turner
Digital Marketing Manager – Natalie Norman
Group Content Manager – Nicholas Chappell
Marketing & Strategy Manager – Warren Roach
