Simmons defines sleep for consumers

Following the appointment of creative agency The Secret Little Agency, Simmons has rolled out a regional campaign aimed at establishing its mattresses as top choice for consumers across Asia.With the tagline "the definition of sleep", the Simmons campaign runs as a TV commercial on terrestrial, cable, cinema and retail vehicles in China, India, Hong Kong, Taiwan, Vietnam, Singapore and Malaysia, and will be supported by print and outdoor executions across Southeast Asia and China."With most of Asia including China and South East Asia continuing to paddling cheaper more mass-produced mattresses to unknowing customers, we decided it was best Simmons, to take charge of their leadership position, reminding Asia of their roots and pedigree in craftsmanship," Mavis Neo, creative director at TSLA, said.Simmons called a pitch earlier in the year and appointed TSLA for its craft and television production, integrated campaign development, as well as retail marketing.