Every World Sleep Day, hundreds of brands preach the importance of a good night's sleep. Every year this information falls flat when people binge watch their favourite shows or refresh their timelines for the 100th time late in the night, only to be sleepy throughout the next day.
To make sure the message wasn't lost this year, Happy mcgarrybowen India conceptualized and developed a digital stunt to 'wake up' the people who ignore their sleep. The campaign launched Duroflex Shnooze, a product with breakthrough in sleep technology. The product even introduced revolutionary and never-heard-before features.
The stunt helped Duroflex get over 20% more traffic to the site in just 3 days, apart from the constant phone calls to the corporate office to enquire about a product which in reality never existed.
Mathew Joseph, Marketing Director, Duroflex said, "The world is getting busier by the day. There is always so much to do and very little time to do all that. A recent article says that the average sleep duration of an Indian is 6.55 hours even though the average recommended sleep duration for adults is 7 - 8 hours. This makes Indians one of the most sleep deprived people in the world. This World Sleep Day, it was important for us to communicate about the increasing lack of sleep among Indians and the fact that the only way to get good sleep is on a comfortable mattress. To get this message across we had to come up with a visionary product to excite all the sleep deprived Indians."
Kartik Iyer, CEO, Happy mcgarrybowen said, "There is so much clutter these days that important messages easily get lost amongst unimportant things. That too in the age of social media. We thought the 'Shnooze' would be a fun way to catch people's attention while imparting the brand's belief on world sleep day. It was great to see people participating with the video and actually visiting to the microsite. This is only a sample of all the great work that is planned for the brand in the days to come."