The real success of the strategy was the way in which media engaged the core parents and kids audience in very specific ways in order to excite them, intrigue them and, ultimately, gain their trust. In order to highlight this effectively, the paper is partly written from the perspective of a 7-year-old boy and his mother, highlighting the intricate planning. National coverage was used to lay solid foundations for the product. Television’s role in a clever cross-media strategy was to reinforce the equity and status of the brand, which is so important in building trust. TV’s ability to bring ideas to life and tell stories was used to great effect and a campaign of sufficient weight played a key role in lifting spontaneous recall. Cinema stunts added a fun element and inserts in magazines acted as a catalogue to showcase the range of product benefits. The aim to achieve a 25% market share of £300–£400 single beds was surpassed with a 50% share selling over 14,500 beds.

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