TRINITY, N.C.-Sealy has been given the 2012 silver Effie Award for its “Whatever You Do in Bed, Sealy Supports It” campaign.
The mattress manufacturer received the award in the household furnishings and appliance category. Founded by the American Marketing Association, New York chapter, in 1968, the Effies are now given out by Effie Worldwide, which provides information about the effectiveness and results of marketing campaigns. The Sealy campaign was created by Leo Burnett/ARC Worldwide.
In recognizing Sealy, Effie Worldwide said the campaign was launched to help make innerspring mattresses relevant again with the market-share gains being made by the memory-foam category. “TV, digital and mobile touch points motivated people to actively seek out the brand, ultimately boosting web traffic, inspiring social conversations and reigniting sales,” the organization said.
Acknowledging the award, Jodi Allen, Sealy’s chief marketing officer, said, “Our 2012 efforts will bring the award-winning campaign to a new level with national consumer advertising continuing to embrace the role of mattresses in everyday life.”