Courts gets sneaky with promos for a new bedroom range

Courts launched a two-week teaser campaign under the guise of a new kid on the block, TrusCo.“Who you sleep with is your business, what you sleep with is ours,” was the headline of the ad from TrusCo - a new brand, positioned as a bedroom expert.The brand appeared in mainstream media from 11 May 2015 as part of the retailer’s efforts to create buzz before the official launch of its new bedroom and bedding retail concept, YourBedding. According to a spokesperson, for the campaign executions, Courts wanted to keep the creative look clean and minimalist aided by cheeky, eye-catching headlines.“All communications ended with a call-to-action urging Singapore to join the Bedroom Secrets Challenge to win a mattress worth SG$5,000,” said a spokesperson.There was also an integrated through-the-line TrusCo campaign comprising TV, print, online and on-ground activation that were launched. The print advertisements were placed in national newspapers and the teaser TV commercials with a seductively alluring introduction to TrusCo were broadcast on Channel 5, Channel 8 and StarHub Cable TV, as well as YouTube.https://youtu.be/BzyFX7guXe0A TrusCo Facebook page was also set up, and on-ground activation in high-traffic areas such as Raffles Place and Orchard Road invited people to literally climb into bed with TrusCo.Terry O'Connor, CEO of Courts Singapore, said after 41 years of being in Singapore, the brand wanted to “shake things up”. He added that in a time where consumers are more connected than ever before and are constantly overloaded by information, the brand wanted to stand out.In two weeks, more than 5,500 people entered the Bedroom Secrets Challenge, the TrusCo Facebook page garnered 6,700 likes, and the TVC that had been uploaded to YouTube was viewed close to 190,000 times.This led to Courts revealing earlier this week, with a TVC and several print ads that TrusCo was an anagram of Courts.https://youtu.be/2Sa7XxoJx3IMeanwhile online ads that unveiled TrusCo’s true identity and invited consumers to Courts stores islandwide to check out its new bedroom and bedding concept, YourBedding. O’Connor added that this was an opportunity for the brand to bring out its cheeky fun side to share new and extended offerings for the bedroom at accessible price points.As part of the campaign, Courts also commissioned a Sleep Survey by global research firm, 2CV, to uncover what helps or hinders Singaporeans’ sleep. Findings saw that 80% of Singaporeans are getting less than the recommended 8 hours of sleep, as well as the fact that room temperature plays an important role in ensuring a good night’s sleep.Campaign Activation for TrusCoCreative – Rapp SingaporeDigital – Patroids Creative WorksMedia – Starcom SingaporePublic Relations – AKA AsiaSocial Media – Faims Media