Bensons needed to build their brand, shifting perception of them from a price focused retailer to experts in Sleep Wellness. They gave us three challenges:
-To drive awareness of the rebranding of their instore technology ‘sleepPRO’ and increase trial
-To drive overall consideration for the brand
-To drive reappraisal and shift perception away from a price focused retailer and towards expertise
Insight showed us two things: first that on average, partnerships achieve 23% more considerations than airtime alone.
Second, that Magic listeners were 17% more likely to purchase a bed from Bensons than the national average.
We therefore knew an integrated branded content approach with Magic could deliver against Bensons objectives and ultimately drive a strong brand uplift.
Bensons owned sleep time by bookending the day as the official partners of Magic’s Breakfast and Evening shows.
We put Benson’s messaging as experts of sleep wellness at the centre of the campaign. Using a number of credits, trails, reads, activations, digital, social and editorial integration, we used promotional spikes and talent-led story arcs to drive awareness of SleepPRO and to shift perception.
Bensons were Magic’s Mission Christmas sponsor for 2018, driving listeners in store to donate gifts to children in poverty, increasing footfall and brand perception. We also took Bensons on tour with Ronan and Harriet as they broadcast from cities across the UK.