Roslyn Daisley

While watching CNN one Sunday morning I heard the anchorwoman ask “Who likes to cuddle more, men or women?” This question caught my attention and I felt the need to find out the answer. I did not even change the channel between commercials like I often do. The results of the survey were that most people believed that women liked to cuddle more but another survey done by the Kinsey Institute revealed that in fact men liked to cuddle more than women.

The newscaster revealed that this survey was sponsored by the Silent Night mattress company. There was no commercial for the mattress but the statement enticed me to do Google it. I was attracted to their logo which is a picture of a hippo and a duck sleeping comfortably on a beautiful mattress. Prior to that survey being mentioned I had never heard about Silent Night. I learned that it offers many different brands of mattresses and has a wide consumer base, and continually update products so that consumers experience a comfortable night's sleep.

There are not many local ads for this company probably because this product is manufactured in the UK but can be purchased in the US .This is a quiet ad because there was no commercial only a one-time mention of the company that ran the survey. This ad however targeted people who normally watched early Sunday morning news. There may not be that many people watching during those hours and those who are watching may be engaged in other things like reading a magazine or working on the computer. But “Quiet ads make people lift their heads and look up.” I did.

Do you find survey sponsorship an effective marketing tool?

Photograph Credit:
Sabrina Segal