Simmons celebrates World Sleep Day via latest McCann Worldgroup Singapore campaign

McCann Worldgroup Singapore and Simmons have launched their latest campaign, “Advance Your Sleep”, celebrating 100 years of their Beautyrest brand.

A forward-looking brand with a distinguished heritage, Beautyrest has consistently redefined itself and kept pace with the times. Its goal is to evolve continuously to meet changing sleeper preferences and needs, while remaining committed to delivering the best possible sleep experience. This campaign, launching on World Sleep Day*, aims to demonstrate the brand’s craftsmanship and innovation, sharing a better, smarter way to sleep.

Singapore is the third most sleep-deprived of the cities profiled in a 2023 study, with only one in four people getting more than seven hours of sleep daily and only 17% of respondents sleeping through the night. Not sleeping enough and not sleeping well can be detrimental to health, work performance, safety and well-being.

Running across the Southeast Asia markets of Singapore, Malaysia, Indonesia, the Philippines, Vietnam and Thailand, the campaign will use a combination of social film (TikTok and YouTube), mallscapes and activations to share the benefits of better sleep, especially for young adults (20s+) – a demographic with notoriously poor sleep habits.

Samantha Vong, Managing Director, Simmons SEA, said: “We conducted a closed-door pitch with some notable creative agencies last year and McCann’s creatives won the hearts of the management as well as a team of staff, made up of 20s to 40s, selected to vote and provide valuable feedback. The same creative was also tested in the regional markets, which garnered a positive response. The entire “Advance Your Sleep” campaign succinctly addressed the challenges we faced.”

“The creatives and headlines were cleverly crafted to relate with our 20s to 35s audience (keyboard, planet care and smart watch, hustle culture etc). The RTBs, with its distinct colour scheme and spot-on creatives help us to “cut through the clutter” and stand out from a sea of sameness in the mattress industry. Accompanied by a well thought-out media plan, we are confident it will drive desirability for Simmons brand amongst these younger audiences.”

“Last but not least, it is amazing that after 20+ years, Simmons is back to working with McCann Worldgroup. We are assured of McCann’s team and their work, just as much as our customers are assured of Simmons quality and our brand promise of an undisturbed sleep for a healthier you.”

Fathrul Fazakir, General Manager, McCann Singapore, said: “Singapore is consistently ranked among the most sleep-deprived cities in the world. What should be essential has unfortunately become a bit of a luxury. On World Sleep Day, we’re advocating for better sleep for the region by partnering with Simmons, experts in rest with a 100-year old legacy. We hope that as everyone advances in life, we’ll advance their sleep with the latest in sleep tech.”

*World Sleep Day is observed annually on the Friday before the March Equinox and aims to celebrate the benefits of a good and healthy sleep.