CMW North takes on first Silentnight CRM drive

Clark McKay and Walpole North has been appointed by bed and mattress manufacturer Silentnight to handle its first customer relationship management (CRM) drive.

The agency won the business after a two-way pitch against an undisclosed agency and follows CMW North’s work on Silentnight’s website earlier this year.

The new campaign, which breaks next week, will include direct mail and online activity. The first phase involves online data collection via Silentnight’s website. The incentive is a prize draw to win a £5,000 bedroom makeover from Silentnight and MFI.

The information collected will be used in the second phase, when potential customers will be contacted based on their buying intentions.

CMW North managing director Gail Dudleston says: “The new campaign is an extension to our website initiative and is designed to drive prospects and consumers into the retail environment with Silentnight top of mind.”

Silentnight appointed Leith London to handle its advertising in July 2005. The company introduced a lifestyle feel to its advertising this summer in its first campaign from the agency.

Although it retained its two brand characters – the hippopotamus and the duck – they appeared only at the end of the execution. The ad showed a woman making a bed while remembering things that have happened in the room, including the opening of Christmas presents and children getting ready for school. It used the strapline “Beds to live your life on”.

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