Forty Winks urges Aussies to 'wake up wonderful' in brand new campaign via AJF Partnership

Screen Shot 2015-06-29 at 10.04.01 am.jpgBedroom retail specialist Forty Winks has today launched a new brand campaign with a new positioning, urging Australians to 'Wake Up Wonderful' via AJF Partnership.

The next phase of the brand's evolution puts an emphasis on the fact that when you go to sleep on a quality mattress, you don't just have a good night's sleep, you have a good morning.

Wake Up Wonderful (1).jpgAndrew Foote, founding Partner and executive creative director of AJF Partnership says the consumer-centric campaign focuses on the restorative and rejuvenating power of sleep.

Says Foote: "The new brand campaign isn't just about selling a bed, it's about celebrating the benefits of sleeping on the right mattress to make every day count. By putting the consumer at the heart of our strategy we were able to reframe Forty Winks from not only being a seller of quality mattresses but also a seller of quality sleep."

Con Dekazos, CEO at Forty Winks says the new direction is reflective of the business' objective to help customers get the most out of their sleep.

Says Dekazos: "Insights from consumer research conducted tell us that people want to get the most out of every day. They want to feel rested, energised, positive and productive. They need a good night's sleep to make that happen and they need the right mattress to facilitate that. We have harnessed these consumer insights to drive a campaign with the consumers' needs at its core."

The multi-faceted brand campaign will be brought to life across multiple platforms and channels, including TV, print, digital, broadcast and outdoor.


Rip said:


Insights? said:

Snooze have been destroying them using the same ad for 5 years...

Snuggles said:

Great activation. I actually just fell asleep.

adgirl said:


Bob said:

I MUCH preferred the ad that came before this, as cliched as it was...this is awful

Cosy said:

@Rip - you must be a creative.
Great 'first thought' commenting.

I bet you can't name another bedding retailer that has as strong an insight or an idea behind their creative. You're probably begging for the return of Ding Dong in Bev Marrrkszzzzz ads.

@RIP said:

job done.

Chris said:


Lazy said:

Talking about waking up wonderful... but everyone is sleeping?

Damn right yawn said:

I know this script. VO - Everything the client said in every meeting. Visual - something no one could find a reason to second guess. Take the money and run, pro edition.

WTF? said:

So did consumers provide the insight that women sleep in fluffy knitwear? DID THEY??!!

Yup said:

Earnest voice over saying everything the client wants in the ad but consumers don't care about = pitch win.

Sleepy said:

We won't rest until will finish slagging off the new agency's work.

i said:

works for me, i was asleep from halfway through.

And repeat.... said:

Classic AJF.

Oh my aching fuck said:

That's dogshit right there.

WTF, WTF. said:


If you can't tell the difference between insight and wardrobe in the execution, your opinion probably doesn't hold much water.

Waiting said:

I'll reserve judgement until I see this thought applied to the usual retail rubbish this client rolls out.

No idea how it will translate to be honest. Is there a plan?

I get the feeling this wont last long.

Tbone said:

The jumper. WTF is with the jumper?

Another reason to choose snooze.

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