McCann Queensland reimagines the 41 year old Pillow Talk brand for a more comfortable future
McCann Queensland has this month completed the creative and strategic brand rejuvenation of iconic Queensland bedding retailer Pillow Talk.
As the beloved Queensland brand moves into an even more enthusiastically competitive retail era, senior management identified the need for monumental strategic and creative change.
Despite a vast and loyal customer base that had been engaged throughout the brands history, the inevitability of ‘millennial irrelevance’ was looming. How does a brand with such profound equity keep itself fresh and relevant for the next generation of customers? Transformation was the answer.
A many months long exploration into the brands purpose and ability to deliver on its promises yielded; a commitment to comfort. A truly universal concept that deftly bridged the gap between Pillow Talk’s loyal and ‘soon to be loyal’ customers.
Pillow Talk’s central principle became: ‘for the love of comfort’. An expression that was to guide every single interaction that they themselves, as well as their customers would experience with the brand.
New interior design, new signage, new store layouts and wayfinding and of course, new brand films that articulate the depth and breadth of what comfort means to all of us. Featuring the Pillow Talk staff themselves, these brand films explore the many places that each member finds comfort. From blankets, to beach towels, passports to puppy dogs, comfort is something unique to all of us.
And if there’s one thing the Pillow Talk teams truly understand: it’s comfort.
Says Kate Spencer, general manager, Pillow Talk: “Comfort. It’s such a simple and humble idea that stretches the breadth and width of humanity. I’m so very proud that at Pillow Talk we can celebrate such a universal human need with the conviction and authenticity that a subject of this importance deserves.”
Says Benjamin Davis, executive creative director, McCann Queensland: “If you’re going to talk about comfort with any sense of authenticity, you’ve got to talk about more than just lying down on a bed. Comfort is so much more than that. It’s emotional. It’s memory. It’s everything that’s true… and it’s true that it’s different for everyone. I think Pillow Talk’s new platform now own’s that space and will do for years to come.”
Says Phillippa Netolicky, managing director, McCann Queensland: “We extracted a simple universal truth that already existed within all aspects of the business, and by telling it well, it has created a transformational and powerful platform for Pillow Talk for years to come.”
Agency: McCann Queensland
Benjamin Davis – Executive Creative Director
Phillippa Netolicky – Managing Director
Jessica Allen – Account Manager
Alex Moore – Copywriter
Brooke Dobbie – Art Director
PR: The Red Republic
Rebbecca Kent – Account Director
Pillow Talk
Heath Goddard – Managing Director
Kate Spencer – General Manager
Greg Ferguson – National Operations Manager
Kristy Stevens – Digital Marketing Manager
Taryn Watt – PR Executive
Production
Cave Studios – Production
Paul Baiguerra – Director
Pete Dixon – Producer
Dan Macarthur – Director of Photography
Joshua Maguire – Photographer
5 Comments
I missed the bit where this spot tells me Pillow Talk is a store for bedding? Fair enough to own the space of comfort but right now I feel like this is an ad for the sofa.
Does anyone know anything about this ‘McCann Queensland Office’. To my understanding it’s still a SMART office just masquerading as McCann to ride on their coat tails?
I take great comfort in knowing i’ll never have to see this ad again.
Just kidding, it’s great work.
Really? Thats just weird. Like “my uncles pocket”