Pacific Brands Promo Pacific Brands: DATED PILLOWS (Movie) by Happy Soldiers

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Pacific Brands: DATED PILLOWS (Movie)

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Industry Household maintenance & pet products
Media Promo & PR
Market Australia
Agency Happy Soldiers
Director Rey Carlson
Creative Ben Sampson, John Kane
Designer Tim Haynes
Producer Bonnie Fay
Released June 2011


Cannes Lions 2011
Promo & Activation Lions Durable Goods Silver
Promo & Activation Lions Promotional Campaign Best Integrated Campaign Led by Promotion and Activation Bronze

Credits & Description

Type of Entry: Product & Service
Category: Durable Goods
Advertiser/Client: PACIFIC BRANDS
Product/Service: PILLOWS
Sales Promotion/Advertising Agency: HAPPY SOLDIERS Sydney, AUSTRALIA
Executive Creative Director: John Kane
Creative: Ben Sampson
Creative: John Kane
Agency Producer: Meredyth Judd
Director: Rey Carlson
Producer: Bonnie Fay
Strategy Director: Mark Sareff
Channel Planner: Sophie Price
Business Director: Lindsey Evans
Account Director: Emma DiGiacomo
Designer: Tim Haynes
General Manager: Adam Heathcote
Product Development and Marketing Manager: Lucinda Kew
PR: Zarr Marketing
Media Implementation: Mediacom
Describe the brief from the client:
Tontine are the largest manufacturer of pillows in Australia. The objective was firstly to create a promotion that increased sales in the category. By doing this they automatically would get the lions share. People don’t change their pillows often enough, we had to change that. The secondary objective was to ensure that when people reacted to the promotion we provided them with a ‘Tontine only’ solution.
Describe how the promotion developed from concept to implementation:
The promotion was developed so that we firstly created the problem and then gave the solution. We spent the entire marketing budget on a 5-day media blitz. All communications were delivered either just before people were going to bed to lay their head on their old pillow or first thing in the morning when they got up. We told people about the eco-system that grows in their pillow over time. Then we told them that Tontine date stamp all their pillows with an expiry date so they will always know when it’s time to change it.
Describe the success of the promotion with both client and consumer including some quantifiable results:
The idea and promotion revitalised the clients business. In the activation week sales increased by 345%, our initial target was 30%. Sales continue to track 145% above the previous year since the date-stamp was devised. Beyond sales success, the idea has galvanised a company, renewed its leadership position, strengthened its brand and rejuvenated its retailer relationships.
Explain why the method of promotion was most relevant to the product or service:
The 5-day promotion blitz created the euphoria that was needed to wake up the category. Pillows are not top of mind but we made them so. We also had pillow dumps during the time so people could swap their old pillows for a date-stamped Tontine pillow. It appeared all over national TV and got airtime on all the current affair programmes. The method was brave but produced the results. Even after the promotion finished the date-stamp lives on.