Bedshed captures authentic bedroom moments in new campaign

Bedshed brings a fresh approach to the bedding retail industry with its emotive, new national brand campaign capturing the unique ways we use our bedrooms, every day.

Bedshed recognised the way we use our bedrooms has changed. A lot.

Whilst it remains the place we retire in our quest for a quality night’s sleep, it’s increasingly becoming a space where we spend a lot of time ‘living’.

For many, the bedroom doubles as a nursery, a home office, a dance studio, a home gym, a space to catch up on our favourite show, a place to laugh, to cry and to download. For most, the bedroom is the place we can be ourselves.

As a category, bedding retailers tend to focus their brand messaging purely on sleep, with Bedshed seizing on the opportunity to claim a broader territory of understanding, appreciating the bedroom for all it represents.

Opting to steer the conversation away from just sleep, Bedshed are positioning themselves as ‘whole of bedroom’ experts – across everything that happens within the four walls of the bedroom – night and day.

 

 

Luke Clarke, Bedshed National Marketing Manager, said “It was important to us that this brand campaign was relatable, capturing the essence of how our lives play out in the bedroom – over the course of the day and night and that the way you use the space is unique to you.

“We have been retailing mattresses and bedroom furniture for over forty years.

“Understanding our customers’ needs and being able to respond with the right advice and product range is integral to our business.

“This campaign further highlights our commitment to a better understanding – we know that quality sleep is essential – we also recognise that our bedroom requirements are evolving and this campaign beautifully reflects this.

“It was also critical that our brand campaign elements seamlessly integrate into our retail execution and we are pleased that the brand messaging is playing out across our retail campaigns and will soon appear in-store.”

Bedshed launched its authentic and relatable campaign in January 2021, capturing the candid moments that happen in the bedroom – happy, sad and everything in between. A snapshot into our most sacred space; honest stories with genuine emotions.

Production involved shooting 28 scenes over a week-long period, bringing genuine moments to life with a diverse cast of 30 real individuals in real bedrooms. An original track was composed to set the tone and make the campaign feel uniquely Bedshed.

The campaign also features a series of expanded moments, providing viewers a more in-depth look into several of the individual bedroom scenes, building a deeper emotional connection.

This campaign builds on Bedshed’s 2018 Bedroom Report campaign, awarded Marketing Campaign of the Year (Retailer) at the inaugural LFRA Gala Awards.

The Bedroom Report campaign provided a data driven insight into Australians’ bedroom habits. But as the world has changed dramatically since then, Bedshed wanted to show how we live in our bedrooms has also changed, and in doing so, cement their position as the experts in this space.

The campaign launched on 3 January, as part of Bedshed’s major nationwide integrated sponsorship of I’m A Celebrity Get Me Out of Here Australia, and subsequently appeared on other linear and digital channels.

The campaign has already garnered positive feedback, with regards to its fresh approach and the heartwarming stories portrayed.

It incorporates TV, radio, social media, POS, online and PR, along with in-integrated TV programs.