The Challenge

The entire sleep category is being dominated by rather boring and technical communication. Time to give the dozed-off sleep category a wake-up call with a new brand platform for Beter Bed.

Realityproof Idea

Each time we are introduced to bad-tempered people who 'urgently need to go to Beter Bed', in radio, video and social campaigns.

Radio

The result

Brand awareness for Better Bed increased with +24% resulting in increased traffic and sales in the Better Bed stores.