To reinvigorate the Silentnight business, MWO identified that the catalyst lay in dramatizing two unique properties that were lying dormant – the Miracoil Spring System and its Hippo & Duck icons.
For the first time ever, these characters were brought to life in larger-then-life animated style. They were created to be activated beyond advertising in PR and critically at point of sale.
The resulting Miracoil campaign did indeed achieve miracles.
Silentnight returned to growth with levels that outstripped the sector by almost two to one. It gave the brand stand-out presence at the expense of competitors, made it synonymous with a product USP (a tough task in the mattress market) and created brand fame with icons that were both loved and understood.