Who said great sleep can't be engineered? British mattress company Simba has been working on mattresses that would capture the perfect essence of great sleep and, in order to stand out amidst the competition, the brand needed a campaign that would spring their new positioning into action.
Sir John Hegarty's team at Garage Soho delivered a lighthearted, spirited and uplifting campaign to support Simba's ambitions, featuring TV, paid social and digital ads. The result is a lovely 30-second film titled Heaven, effectively presenting the Simba difference to engaged viewers.
Today we are getting Behind the Idea following a quick chat with Imogen Hargreaves, Creative Project Director at the Garage Soho.
What was the brief?
We were tasked with showcasing Simba’s ‘engineering thought-process’. Simba is constantly striving to provide a better night's sleep, with R&D sitting at the heart of the business, on a continuous journey of innovation. We wanted to showcase this, whilst also connecting to the consumer on a human level - ‘humanising the technology’.
How did the initial pitch/brainstorming phase go?
We believe in heroing the product and therefore that is where we started. After a deep dive into the mattress, we quickly realised that the hero of this particular piece would be the 5,000 titanium springs. Great sleep doesn’t happen overnight. It’s engineered. Simba’s unique patented titanium AerocoilⓇ springs intelligently and individually map to your body shape and unlike memory foam, they allow air to flow through the mattress; keeping you cool and well supported for an undisturbed sleep. However, it was important to not just show the springs, but to showcase the joy that a comfortable night's sleep can evoke.
Tell us more about the concept. How did it come to life, and why was it the right choice?
Sir John wanted to capture that feeling of comfort, and ultimately the feeling of weightlessness. He was quick to land on the idea of people jumping in and out of screen with a look of pure joy. Heaven was the perfect song choice and it instantly conveyed the message we wanted people to hear.
What was the production process like? What was the biggest challenge?
Undoubtedly sourcing a suitable cat! The cat helped bring humour to the overall piece and encapsulated the ‘joy’ that we wanted to convey. So it was crucial that it was included. However, finding a cat that was willing, definitely had its challenges. Luckily we were working with a fabulous team at Mrs Baxter and Another Film Company who helped source the perfect cat.
What is one funny or notable thing that happened during the production of the campaign?
Again, I think this would come back to the cat. In case our actual cat didn’t perform we had a back up plan of a very realistic catsuit worn by a human which we had planned to fix up in post. There was a very surreal moment when the actor wearing the catsuit held our actual cat - it was a combination of hilarious and also completely bizarre.
What’s the main message of the campaign and why does it matter?
We hope to convey that feeling of ‘heaven’ that comes from a better night's sleep. Simba’s approach is centred on engineering a more comfortable night's sleep for all. We wanted consumers to instantly understand this and of course also watch the advert with a smile on their face.
What is one unique aspect of the campaign?
It puts the product at the heart of the communication, whilst remaining distinctive and humorous. We envisage this being a long term campaign that can be successful across all media. What we’ve created here is a device - our characters jumping into frame - so that this visual can consistently work with Simba’s ‘Engineered for Sleep’ line with adaptation. From introducing new weightless characters, to topical versions for particular moments and celebrations throughout the year, for example, giving our characters a Christmas twist.
How long did it take from inception to delivery?
It was around three and a half months.
What do you hope it achieves for the brand?
Simba is on an incredible journey and their technology continues to evolve in leaps and bounds. We hope this piece of communication articulates the power of their product and helps counter the mindset that ‘all mattresses are the same’. We believe in their product and hope others will too.
Credit list for the campaign?
Garage Soho Creative Founder: Sir John Hegarty
Garage Soho Strategy Founder: Nick Kendall
Garage Soho Creative: Opal Turner
Garage Soho Project & Production Manager: Imogen Hargreaves
Production Agency: Mrs Baxter'
Agency Producer: Sarah Marcon
Production Company: Another Film Company
Director: Steve Reeves
Producer: Tim Marshall
Editor/Editing House: No.8
Editor/Editing House: Bruce Townend, The Quarry
Music Re-recording: Goldstein Music