Yawn - never count sheep again from now on

 
Beds The Geneva agency Saatchi & Saatchi Simko has developed a national campaign for the St. Gallen company Happy. 
Everyone knows this. When you can't fall asleep, you count sheep. Another option is to sleep in a Happy bed. For the Geneva agency Saatchi & Saatchi Simko, "counting sheep" is a thing of the past in its latest campaign for Happy. Saatchi can also prove that mattress advertising does not necessarily have to be problem-oriented and boring. "The main aim is to transform the traditional Happy brand into a love brand and increase its market share," explains Account Director Jan De Schepper, adding that the Geneva-based creatives under CD Olivier Girard have created a completely new brand identity with the sheep as a new icon that fits in perfectly with the existing brand perception and is intended to be a long-term component of the brand. Strong brand elements such as the well-known claim "I wett i hett es Happy-Bett" were retained to ensure recognition after many years of advertising absence.
"With the new campaign, we want to break the taboo on sleeping," explains Stephan Egger, CEO of Happy. "Happy sleep is beautiful, restful and fun. Medical, psychological and physiotherapeutic advice is not one of our core competencies. People can simply sleep well with our mattresses, and Happy wants to be loved for that."
The core element of the new campaign is three TV commercials. However, the sheep will also proclaim the happy message of their new freedom at other brand touchpoints such as at the point of sale, at trade fairs, on the Internet and in the Happy consumer magazine.
Andreas Panzeri