Sealy April Fools Campaign



During my placement at Prohibition PR, I was asked to create an April fool’s day campaign idea for Sealy, one of the UK’s leading posturepedic bed experts. I delved into researching previous April fool’s campaign ideas to get a feel for the kind of campaign that would work in both regional, National and online press.

After brainstorming a number of ideas, my top 3 ideas were taken to the client as a pitch for a potential campaign. The idea of a dream-recorder was chosen and further developed into the idea of a Neuro-corder; an online app that allows you to record and monitor your dreams to be played back the following day.

Once all of the graphics were drawn up with Sealy branding on them, I was asked to develop a press release to accompany the idea. The release was embargoed for the 1st April at midnight to ensure that the idea was not leaked before hand. On April fool’s day, the campaign featured in a series of round-up articles of 2015 best April fool’s day pranks as well as gaining coverage in terms of individual articles specific to the campaign itself.

The articles include “April Fools tech that we all wish would stick around”, “New product from Sealy will capture dreams while we sleep”, “Revolutionary Sealy’s Neurocorder to capture sleepers’ dreams” along with a number of round-up articles. They featured on blogs such as Furniture News, Cabinet Maker, Pocket-lint, and on Sealy’s homepage banner ad.


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