Brief Description: Research showed low consumer awareness and interest in beds. Objective: to differentiate the Silentnight Beds brand from its competitors and to reverse declining share. Strategy involved promoting a new mattress which had significant consumer benefits. Media: TV (3 area test), national press. National roll-out followed in 1987 with the addition of posters and in-store display. Evaluation: reversed a 5 year decline in market share. Mattress was the biggest selling premium product in the UK bed market, accounting for 50% of turnover. Silentnight outperformed the market. It is argued the new product (mattress) could not have worked without the advertising. Characters used in the advertising were deemed effective. ---(TAGS)--- Full Title: Silentnight Beds - The ultimate success story: How Hippo & Duck advertising campaign helped rebuild Silentnight's business in the UK bed market; Number: 1990/515; Brand: Silentnight Beds; Client: Silentnight; Product Category: Household (Furniture); Agency: Bowden Dyble Hayes & Partners; Author: Roger Ward; Prize Winners: Third Prize; (Adworks ref: Advertising Works 6)