Shaw Media and Febreze announced today the first-ever creation of three on-demand television channels dedicated to providing viewers with a good night’s sleep. Available exclusively via Shaw Media’s Global Go video app and Global’s video on demand portal, each channel features a unique 60-minute program combining soothing music and images designed to help put the viewer’s mind at ease. The channels, launched this week, illustrate the three new scents from the Febreze Sleep Serenity Collection: Moonlit Lavender, Warm Milk & Honey and Quiet Jasmine. Each scent is designed for use in the bedroom.
Development of the campaign began when Starcom Mediavest Group (SMG) approached Shaw Media with the idea of a sleep channel for Febreze.
“Our Marketing Ventures integrated sales force has created a truly original national campaign that illustrates the depth and breadth of what we can accomplish on behalf of our advertisers,” said Errol Da-Ré, Senior Vice President , Sales for Shaw Media. “This campaign successfully provides viewers/consumers with the opportunity to interact with the Febreze brand on a completely unexpected level.”
Shaw Media produced three different 15 second promotional spots that are currently airing between 10 p.m. and 2 a.m., a time frame identified when most people are having trouble falling asleep. The spots will direct viewers to the Febreze Sleep On-Demand access points. The content of each “program” will include a brief introduction and 60 minutes of calming content.
“Watching TV in the bedroom is part of many Canadians’ bedtime routine. The new Febreze Sleep On-Demand channels, paired with the scents of the Sleep Serenity Collection, will help create the perfect bedroom oasis – from décor, bedding, lights and scents, to now include sound and images,” said Joyce Law, Senior Communications Manager at P&G Canada. “This unique initiative is part of a national campaign that also includes a dedicated online sampler program where consumers can receive the product for free.”
The Febreze Sleep On-Demand campaign, developed in collaboration with SMG, MediaCom and BCP, began this week on a number of Shaw Media properties, and is running simultaneously with the Febreze brand sell schedule.