Member Article

SIMBA launches influencer campaign #NationalLieInDay

UK based mattress manufacturer Simba is calling on adults across the UK to pledge to spend an extra hour in bed this Sunday and make the most of the clocks turning back.

Supported by a high profile influencer-led digital campaign, Simba and digital creative agency, Exposure Digital have teamed up to launch ‘National Lie In Day’, promoting the revolutionary technology of the new Simba mattresses as a reason to stay in bed.

The campaign is fronted by a collaboration of social influencers, including blogger Rosie Fortescue and Instadad ‘Father of Daughters’, who will be promoting and casting their pledge via Twitter and Instagram using the hashtag #NationalLieInDay. Simba will also be promoting #NationalLieInDay via its Twitter, Facebook and Instagram channels.

Adults across the UK will be encouraged to take back 60 minutes in bed on Sunday 30th October via a specially designed microsite, National Lie In Day, where they will be automatically entered into a prize draw for the chance to win ‘the ultimate lie in package’ including a Smart TV, £200 of John Lewis vouchers, £100 of supermarket vouchers, a one year Netflix subscription and a luxurious Simba mattress.

The activity is live now and will run until Sunday 30th October. Exposure Digital is responsible for the campaign concept, creative assets, influencer collaboration and social push.

Steve Reid, Managing Director and Co-Founder, Simba, said: “National Lie In Day is a brilliant idea created by Exposure Digital to encourage the millions of sleep-deprived adults across the UK to get back into bed and make the most of the extra 60 mins this Sunday. We’ve already had over 4,000 people sign our National Lie In Day petition and make their pledge and its gaining momentum by the minute.”

Pete Jackson, Strategy Director at Exposure Digital, commented: “Simba doesn’t just bang the ‘good night’s sleep’ drum like the rest of the mattress market. It celebrates everything you get up to in bed. The clock’s going back equates to sixty more glorious minutes to eat, nap, watch Netflix and everything else over and under the sheets. #NationalLieInDay is about getting people of the UK to commit to treating themselves to this extra hour, instead of being seduced by the temptation to get up early, work, or god forbid, go to the gym.”

This was posted in Bdaily's Members' News section by Alex Sampson .