Waking up the nation for Silentnight

Challenge & Solution

Britain’s most trusted sleep brand, Silentnight challenged Brazen to create a PR campaign that would ‘Wake Up’ the nation to its compromised sleep habits and encourage them to invest in a good night’s sleep.

Brazen delivered this and more via an integrated campaign including a stand out stunt with campaign ambassador Denise Van Outen quite literally Waking Up with the nation while suspended on a billboard.

Media headlines were grabbed with research delving into the state of the nation’s sleeping habits, revealing that the average Brit only gets three good night’s sleep a week.

Engagement online was driven by a network of influencers who shared their Wake Up experiences on their own Silentnight mattresses –recruiting 30,000 sleepers to our Pyjama Army.

Alongside this we ran an always on press office for the brand, through proactive and reactive newsjascking and product placement – securing 52 coverage hits over a two month period.


Results & ROI

  • The activity generated over 150 coverage hits, including national, online and regional media and 19 curated influencers. Resulting in a combined PR reach of 205m – smashing all KPIs and driving mattress sales for the client