Backstage at Bensons

Making Bensons for Beds’ obsession with sleep impossible to ignore.

THE HEADSCRATCHER

Nothing helps you sleep better at night than making your brand the destination for people buying a bed. But how do you make them believe your passion for better sleep runs deeper than anyone else’s?

Bensons for Beds had brand recognition, but after a period of disruption, what the brand stood for wasn’t cutting through. It needed to stand out from competitors, rebuild emotional trust and rally its people behind a clear, confident purpose.

Previous campaigns had fallen flat. They were informative, but lacking impact. They talked expertise but didn’t land it with heart or distinction. So, when we came aboard, we needed to evolve the ‘your bed, your way’ positioning into something more compelling and characterful. Something people would notice, feel, and believe.

+50% year-on-year uplift in TV profit ROI during peak season

+87% uplift in radio ROI year-on-year

+153% increase in YouTube completed views, with impressions up +111% on target

Our strategic insight identified a clear gap between what Bensons for Beds claimed and what customers felt. In a cluttered category where everyone talks expertise, we saw the opportunity to make Bensons stand apart by turning their purpose into their sharpest competitive edge.

Bensons for Beds was more than just a bed expert, their passion for sleep drives the brand to go above and beyond, ensuring everyone can experience the transformative power of better sleep.

Our creative challenge was to bring that commitment to the surface. So we reframed the conversation with a bold new brand platform: ‘Sleep is our obsession’.

To show how Bensons for Beds expert staff obsess over every detail of their sleep craft, the campaign left polished showrooms behind and pulled back the curtain on the unseen world of Bensons’ sleep obsessives, from testing every spring to tailoring solutions for different sleeping styles. It celebrated the craft, care and often quirky commitment of the people behind the beds.

We rolled it out across TV, YouTube, radio, paid social, in-store, digital and website. We also created an agile system of flexible formats that could adapt to local-level promotions while staying unmistakably part of the new brand world.

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The campaign delivered standout results during Bensons’ peak trading season:

TV profit ROI increased year-on-year, rising from 4.42 to 6.65 during peak season.
YouTube campaign smashed targets – +111% impressions and +153% completed views.
Radio ROI almost doubled, leaping from 3.26 to 6.09.
Paid social overdelivered on impressions by +109% vs forecast.

It proved that ‘Sleep is our obsession’ could do more than cut through a crowded category. The new platform connected with customers on an emotional level and converted directly into sales. It also gave colleagues fresh pride in their work and reinforced Bensons’ mission to help the nation sleep better.