When the ‘red-tops’ ran pictures of Wayne Rooney boarding his flight to the World Cup holding a ‘Sound Asleep’ pillow under his arm, the PR machine at Sound Asleep’s head office went in to overdrive. As the pillow, (a unique product with built in speakers allowing the users to discreetly listen to their MP3 Player or Radio) gained more exposure, the decision was made to run a national advertising campaign to coincide with the PR.
fresh were asked to plan a media campaign and produce a creative execution to be live within 4 days. The ad ran on Saturday 12th and Sunday 13th in the national press, and was also advertised on www.thesun.co.uk and www.mirror.co.uk for a further 3 days.