MELBOURNE: The Foundry has completed the transformation of the Snooze brand, which will culminate in an emotive TVC launching next week.
The agency snatched the $5 million account from Melbourne’s CHE two years ago and has been responsible for repositioning the brand.
Simon Burrett, managing partner of The Foundry, said research undertaken by the agency prior to developing the campaign, found the strongest motivator for purchases related to beds and sleep was an emotional connection with the brand.
Burrett said the campaign is designed to capitalise on the viewers’ sentiments and passion for sleep, recognising that customers are not just looking for a bed at a good price.
“We’ve taken out the aggressive retail cues, stark colours and manic voices. Instead, the haunting 'Mad World' track leads the viewer through Snooze’s new promise to its customers: that they will sleep well,” Burrett said.
“This concept was developed on the basis that Snooze has more to say to the consumer than just savings and discounts. The brand transformation shifts the brand focus away from the retail deal and, instead, leverages the powerful emotional motivations related to the act of sleeping.”
The campaign targets women aged 25 to 34, and will launch nationally on 1 October. It encompasses radio, print, online and point of sale.
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