Sticky has created a DRTV campaign and music video for Select Comfort and its Sleep Number beds with contemporary country music act SHeDAISY and their song “23 Days.” The shoot took place over four days in and around Nashville. The spots and song, which have aired in major national programming, are about being on tour and longing for home, where the women can sleep in the personalized comfort of their own Sleep Number beds. Sticky provided the creative idea for the launch of the campaign, as well as the brand’s new tag line: “Sleep Number. It’s the bed that counts.”
SHeDAISY is a trio of sisters from Magna, Utah. Their sound is an amalgamation of country with flavors of pop, rock and every other influence imaginable. But first and foremost it’s country. They have been living in Nashville since 1989.
Directed by George Jecel of Believe Media (Los Angeles, London). Produced by Pamela Shulman and Kimberly Grear. Edited by Arturo Cubacub at i^3 (Chicago). Willy Sions was Art Director. Mix by John Binder at Another Country (Chicago). Select Comfort is based in Minneapolis and has 450 stores nationwide.
Sticky also presented a completely integrated campaign including direct response elements across all media, a Chairman’s blog, a mobile device store locator for teens who wanted cooler, more easy-going parents (ie, better rested), an online contest, and in-store, in-mall and out-of-home components that all underscored the personal comfort and control every Sleep Number owner enjoys thanks to the unique adjustability of the bed. Other executions in the campaign:
The following placemat was created for trays in food courts of malls with Select Comfort stores, providing customers will 100 good reasons to go check out a Sleep Number bed before they left the mall. Figured they might be in the mood for a nap after those cheese fries.
Research revealed the bed had a remedial image and older target market. So Sticky created executions for publications and online and out-of-home destinations with content aimed at a larger audience that could relate more to Desperate Housewives than The Bionic Woman.