Daily News
From Home Furnishing Business
Nectar Sleep Launches “Awaken Great Sleep” Campaign
October 8,
2019 by Laurie Northington in Business Strategy, Industry 
E-commerce mattress company Nectar Sleep, a premier brand of parent company Resident, is launching its latest campaign today. The digital ad series introduces motivational sleeper Yawn Yawnson, a sleep-obsessed industry evangelist with a singular goal: ignite the world’s quietest revolution and "Awaken Great Sleep."
Developed specifically for YouTube, Facebook and Instagram platforms, the spots are designed to contrast the serenity that is typical in sleep marketing and instead riffs on the oft over-the-top style of great motivational speakers. Enter Yawn Yawnson: the campaign’s hero and first-ever hype man for sleep. Yawn provokes discussion about sleep in a loud, hyperbolic way to create a high-energy parody that addresses the anxiety we face around the topic of sleep.
Yawn has dedicated his life to sharing the greatest thrill of human existence: sleeping. In the :90 hero spot, he addresses massive crowds and extols the power of a good nap. Working the crowd into a frenzy, Yawn brings audience members on stage to share his go-to sleep solution: Nectar - a memory foam mattress with unrivaled comfort and unprecedented 365-night sleep trial. Yawn’s fans, also known as Bedheads, go wild and partake in mattress surfing. Yawn chants: “Free yourselves from being awake.”
“Prioritizing sleep is a problem that resonates with all of us. Too often it takes a backseat to everything else in life, which is why we felt sleep needs a hype man – we all need a little Yawn Yawnson in our life,” said Gil Efrati, CMO of Nectar by Resident. “Instead of leaning into a calm, sleepy message like so many others in the space, we want to get consumers pumped about cozying up, hitting snooze and sleeping in, all on a Nectar mattress. There is often a stigma associated with taking time out for sleep, and as a society we celebrate and reward the ‘hustle.’ At Nectar we celebrate and reward the ‘UnHustle.’”
“Awaken Great Sleep” follows the company’s two previous campaigns, including 2018 award-winning “Make America Sleep Again,” which drove growth and awareness for Nectar through digital advertising and Facebook, and secured a top spot on YouTube's 2018 TrueView for Action Ads Leaderboard, as well as the digital video campaign; “ Real, Sleep Science from Mayim Bialik,” which was launched November, 2018.
The Awaken Great Sleep campaign was produced and developed for Nectar by Mustache, a Brooklyn, N.Y.-based creative content agency, part of Cognizant Interactive. View the :90 and :15 second campaign spots.
“We all know a great night’s sleep is amazing, but most brands talk about it in a way that’s unoriginal and far from attention-grabbing, said John Limotte, CEO and executive creative director, Mustache. “From a strategic perspective, we couldn’t have asked for a more aligned client partner than Nectar by Resident, as they allowed us to literally bring sleep education to life in an exciting way through the creation of Yawn Yawnson.”