CHALLENGE

Every January Bensons goes into battle for the biggest share of voice in the post Boxing Day sales frenzy. Our brief was to ensure they punched above their weight in a noisy category with an earned first creative campaign championing their sleep expertise.

HOLY INSIGHT

January is typically the most popular month to start looking for a new job.  We know Media LOVE quirky ‘dream job’ stories.

SM-ALL POWERFUL IDEA

We chose January to spark a lively debate amongst the British public to announce that Bensons was hiring to a new position in its team: Chief Sleep Officer.

We launched with a WTF picture stunt of three sleepy commuters on their way to Bensons HQ to interview for the new role.  The pictures kicked off a series of job ads posted on LinkedIn, Instagram and a number of career websites.

All this underpinned with research into those tell-tale signs that signal you should start looking for a new job.