Pacific Brands: DATED PILLOWS

Credits & Description:

Category: Other Consumer Products (including Durable Goods)

Advertiser: PACIFIC BRANDS

Product/Service: PILLOWS

Agency: HAPPY SOLDIERS

Date of First Appearance: Oct 20 2010

Entrant Company: HAPPY SOLDIERS, Sydney, AUSTRALIA

Executive Creative Director: John Kane (Happy Soldiers)

Creative: Ben Sampson (Happy Soldiers)

Creative: John Kane (Happy Soldiers)

Agency Producer: Meredyth Judd (Happy Soldiers)

Director: Rey Carlson (Play Big)

Producer: Bonnie Fay (Play Big)

Strategy Director: Mark Sareff (Happy Soldiers)

Channel Planner: Sophie Price (Happy Soldiers)

Business Director: Lindsey Evans (Happy Soldiers)

Designer: Tim Haynes (Happy Soldiers)

Account Director: Emma DiGiacomo (Happy Soldiers)

General Manager: Adam Heathcote (Tontine)

Product Development / Marketing Manager: Lucinda Kew (Tontine)

Public Relations: Zarr Marketing (Zarr Marketing)

Media Implementation: Mediacom (Mediacom)

Media placement: TV - Channel 9, Channel 10 - 20 October 2010

Media placement: Print - Sydney Morning Herald - 20 October 2010

Media placement: POS - Myer, Target, David Jones Etc. - 20 October 2010

Media placement: Activation Dump Bins - Myer, Target - 20 October 2010

Media placement: Radio - Nova, 2Day FM - 20 October 2010

Media placement: Date Stamp - Tontine Pillows - 20 October 2010



Describe the brief/objective of the direct campaign.

Tontine are the largest manufacturer of pillows in Australia. The problem they had was that people don’t change their pillows often enough because they are unaware of what goes on inside them and also have no idea of their age. The objective of the campaign was to wake up the pillow category and make people change their pillows more often. The strategy was to create a problem in the consumers mind and then provide them with a ‘Tontine only’ solution. We spent the entire marketing budget in a 5-day media blitz so people couldn’t miss the message.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

The idea gave them a unique point of difference, permanently. We told Tontine to date-stamp every pillow with an expiry date so people would know when to change it. We then ran a campaign to explain why having a date-stamped pillow was a good thing. We told people about the entire eco-system that grows in their pillow over time made up of dead skin cells and the things that feed on them. We were asked to increase sales by 30%.



Explain why the creative execution was relevant to the product or service.

In a consumers mind pillows are pillows. This idea created a permanent point of difference for Tontine. The creative executions gave them the reasons why they need a date-stamped pillow. The date-stamp is a world first and has changed the category. It was appropriate to Tontine because they were losing sales to increased home brand competition and as the category leader needed to do something different. They also manufacture their pillows locally so can get them to shelf quicker than most.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

The idea revitalised the clients business. In the campaign 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.