McCann Worldgroup Singapore and Simmons have unveiled their latest campaign, “Advance Your Sleep,” in celebration of the 100th anniversary of Simmons’ Beautyrest brand. The campaign, launched on World Sleep Day, aims to highlight the brand’s commitment to innovation and superior sleep experiences across Southeast Asia, including Singapore, Malaysia, Indonesia, the Philippines, Vietnam, and Thailand.
Singapore, identified as the third most sleep-deprived city in a 2023 study, sees only 25% of its population getting more than seven hours of sleep each night. This campaign seeks to address the detrimental effects of poor sleep on health and productivity, particularly targeting young adults in their 20s and 30s, who are known for their poor sleep habits.
Samantha Vong, Managing Director of Simmons SEA, noted the campaign’s success in resonating with its target audience, stating, “The creatives and headlines were cleverly crafted to relate with our 20s to 35s audience… Accompanied by a well thought-out media plan, we are confident it will drive desirability for Simmons brand amongst these younger audiences.”
The campaign utilises social media platforms like TikTok and YouTube, as well as shopping centre activations, to promote the benefits of quality sleep. Fathrul Fazakir, General Manager of McCann Singapore, emphasised the importance of the initiative, saying, “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.”
As Simmons and McCann Worldgroup Singapore collaborate once again, the campaign aims to advance sleep quality in the region, leveraging the latest in sleep technology.
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