Bensons for Beds has launched an advertising campaign to promote its new Comfort Station Adaptive (CSA) approach to selling. The ads, which will feature on primetime TV, as well as on ITV Player and All4, will educate consumers on how using the CSA can help improve their bed-buying experience.
The CSA ad campaign follows a recent change in brand direction for Bensons for Beds, which has seen the retailer increasingly focus on building an emotional connection with its customer base. The ads, which are an extension of that ethos, also respond to consumer feedback that bed shopping can often be a confusing experience.
The CSA consultation begins with the customer lying on a bed in their favourite sleep position, then works in three steps: first, allowing customers to experience the different firmness levels from 1–5, without moving from bed to bed; utilises Boditrak technology, a unique pressure-sensing surface, to show how their body is affected by how they sleep and the support they need from their mattress; finally, based on this personal profile, the consultant will describe how different mattress types will affect their sleep and help them to choose the mattress that best suits them for a perfect night’s sleep.
Lynda Matthews, head of marketing at Bensons for Beds, says: “Choosing the right mattress is very personal and is based on a variety of factors including firmness and sleep position. We understand that for some consumers this can be a confusing and uninspiring purchase decision. The CSA is a unique proposition within the market and one which we believe will ensure all of our customers will choose the correct mattress for their needs as well as provide them with the best night’s sleep possible.”
The campaign will run across linear TV, ITV Player, All 4, print, outdoor and digital channels. The media was planned and bought by RP2. The advertising campaign was created by Public.