Using Sky AdSmart technology for the first time, Silentnight will raise awareness of its new store at Lakeside Shopping Centre among families and young people interested in buying a mattress or bed.

Geo-location advertising enables Silentnight to target those who live close to the shopping centre, during whatever they are watching across the entire Sky network.

The 30-second ad showcases Silentnight’s Eco Comfort, Studio and Geltex mattresses as well as Albany bedframes while reaffirming the brand's UK heritage and trusted status.

Sue Benson, MD at The Market Creative, which created the campaign, says: “This campaign is all about driving potential customers to Silentnight’s new store, so we wanted lots of pace and movement in the creative. We achieved this by coming up with an interesting way to show moving footage and stills of the products throughout the ad.”

Nick Booth, Silentnight Brands' marketing director, says: “AdSmart is an efficient and effective way for us to target people located within a specific drive time of our new store. It enables us to reach new audiences who may have heard of us, but who want to know more.”