Snoozzapalooza | Simmons from Burns Group on Vimeo.
Key campaign objectivesThe brand’s new identity and “Just for Fun-ZZZ’s” campaign, which began rolling out earlier this year includes a new interactive winking eye logo, product packaging, e-retailer storefronts, digital advertising, a new DTC website and social content – all designed by Burns Group.
Campaign process and executionThe campaign launched just in time to celebrate Simmons’ 150th birthday and focuses on living, rather than sleep and leads with the brand’s personality first, product features second – a stark contrast from typical mattress industry advertising. Starting June 23, a group of five diverse TikTok creators – ranging from musicians to dancers to comedians to athletes – showed us how they turn up at the Simmons #Snoozzzapalooza – whether they’re on the stage or in the audience. Destorm Power, Montana Tucker, James Henry, Joanna Crauswell, Kailey Maurer will transport themselves to a festival that’s beyond our wildest dreams via their mattresses.
Creativity and innovationThis unconventional social-first strategy allows Simmons to compete for “bed-to-bed” with direct-to-consumer mattress disruptors while a refreshed retail channel, including e-commerce and brick-and-mortar retailers, is bringing Simmons to a new market – ultimately positioning the oldest brand to appeal to a new generation of mattress purchasers.
“Bringing the campaign to TikTok was the plan from day 1, but when young people began to lose a lot of the things they love about the summer – no concerts, no music festivals and no fun – we knew our campaign had to help fill the festival void. Simmons agreed to go all-in on the concept and we launched #snoozzzapalooza, a festival of TikTok creators that is part of our larger Just for Fun-ZZZ’s campaign. This will help Simmons earn the love of young consumers and cancel one more thing – boring mattress marketing,” commented Nicole Lucey, ECD of Burns Group.