Serta's Counting Sheep commit larceny in new ad
David Perry -- Furniture Today, May 21, 2012
HOFFMAN ESTATES, Ill. - The Serta Counting Sheep are back in Serta's new "Mattress Heist" campaign, which will run through Labor Day.
The campaign centers on a TV commercial in which the sheep break into Serta's headquarters and walk out with a Perfect Sleeper mattress. In their quest to steal Serta's secrets, the sheep highlight the fact that the Serta Perfect Sleeper is the only Official Mattress of the National Sleep Foundation and is designed to help solve five common sleep problems, Serta said.
A 30-second version of the commercial and a behind-the scenes video are available on YouTube (search for "Mattress Heist"). An alternate version of the commercial, which highlights Serta's 90-Day Perfect Sleeper Comfort Challenge retail event, will air May 18-23.
The Mattress Heist campaign features a targeted online advertising program including display ads, paid search, video, mobile and social advertising. The ads will drive consumers to a custom page on Serta's website with information on the 90-Day Comfort Challenge event plus a store locator featuring participating retailers.
"By reaching consumers along every touch point, from television to online search, we are maximizing the exposure of this campaign and the retail event," said Andrew Gross, senior vice president of marketing for Serta. "We know that consumers love the Counting Sheep, so this new campaign is sure to get their attention when they are considering shopping for a new mattress during the industry's peak selling season."
Serta is capitalizing on the humor of the new campaign with an online contest. The "Great Mattress Heist Contest" will invite Facebook users to help Serta crack clues provided by Counting Sheep No. 1, the infamous leader of the flock.
After all clues are shared, consumers can guess where the stolen mattress ends up for their chance to win a variety of prizes, including a new Perfect Sleeper mattress. Serta will stage a live reveal in mid-June, inviting the public to see where the Counting Sheep have placed the stolen mattress.
The Counting Sheep campaign, created by Doner, is in its 11th year and has helped lead Serta to the No. 1 position in the category for unaided awareness, the company said. Doner continues its partnership with Aardman, the original animator of the Counting Sheep.