ABOUT

CONCEPT
Evolving its identity to appear more competitive, OMF sought marketing and advertising solutions to mirror this change. Though billboards and TVCs were to step up from previous promotional material, maintaining the trademark humour behind the brand was crucial.

Our main aim was to make people take notice.

EXECUTION
Using OMF’s brand colours, billboard design incorporates short-form copy to make a big statement. Bringing key messaging to the fore, value statements and sales promotions are intended to draw the eye – giving commuters a laugh along their way. A little cheeky and a little silly, marketing and advertising outputs play into OMF’s comic reputation.

TVC requirements were broken into three distinct campaigns - You Can't Ask That, 200-Night Guarantee and Meet the Experts.

You Can’t Ask That
This campaign highlights OMF’s exceptional service, playing on the notion that there are no stupid questions. However banal or obscure your sleep needs may seem, there’s an ideal solution for you. All you have to do is ask. Final footage and promotional assets offer OMF scope to create an extended campaign, targeting character archetypes to varied audience interests – the dog lover, the style queen, the family unit. For OMF staff, nothing is too outrageous or difficult; ask anything you want.

200-Night Guarantee
Expanding OMF’s reach into the competitive younger market, 200-Night Guarantee centres on the company’s unique trial period. Utilising an engaging bird’s eye angle and quick cuts to show the passing of time, the video offers a cute snapshot into 200 nights of falling in love.Seasonal styling integrates brand colours in an overt, yet appealing way through products, accessories and wardrobe. Taking the viewer on a trip from summer to winter, the campaign positions the bed as the heart of the home, where a lot of life happens.

Meet the Experts
Scripted on the OMF Big Five and an unmatched 200 hours of training, Meet The Experts introduces viewers to real employees. Capturing a blend of piece-to-camera footage and team members in action, this endearing, upbeat video compels with the takeaway: OMF is trained to perfect your sleep.

RESULTS
Full-size outdoor billboards are stirring up laughs and driving brand and campaign recognition right throughout Sydney.
The Meet the Experts digital commercial campaign generated 135,000 impressions across Facebook and Instagram, with 94,000 full video plays.
The two remaining video commercials are scheduled for broadcasting at the completion of several simultaneously running campaigns.