Serta Print AWAKE YOURSELF by 4am Saatchi & Saatchi Guatemala

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Industry Software & Multimedia Productions, SaaS
Media Print, Magazine & Newspaper
Market Guatemala
Agency 4am Saatchi & Saatchi Guatemala
Creative Director Jonathan Deleon, Marcopolo Ramirez
Designer Julio Angel
Released April 2012

Credits & Description

Category: Durable Goods
Advertiser: DIVECO
Product/Service: SERTA
Chief Creative Officer: Miguel Mayen (4am Saatchi & Saatchi Guatemala)
Creative Director: Marcopolo Ramirez (4am Saatchi & Saatchi Guatemala)
Creative Director: Jonathan Deleon (4am Saatchi & Saatchi Guatemala)
Designer: Julio Angel (4am Saatchi & Saatchi Guatemala)
Copiwriting Craft: Aritz Bermudez
Interactive Creative Director: Fernando Armas (4am Saatchi & Saatchi Guatemala)
Animation Graphic Designer: Luis Fernando Roca (4am Saatchi & Saatchi Guatemala)
Developers: Digital Geko (Digtal Geko)
CEO: Guillermo Martinez (4am Saatchi & Saatchi Guatemala)
Account Executive: Jenny Martinez (4am Saatchi & Saatchi Guatemala)
Media placement: Mobile Aplication - Apple Store - April 30, 2012

Describe the objective of the promotion.
In 2012, Serta, worldwide leaders in innovation and mattress technology, wanted to go beyond making the best mattress in the world to creating best sleeping experience for their costumers. Studies show that people who get the appropriate amount of sleep on a regular basis tend to live longer, healthier lives; so we created a comprehensive awareness campaign to promote the advantages of an 8hr sleep. People tend to wake up at a specific time, not really worrying about when to sleep. This bad habit is accompanied by the traditional alarm clock, which tells you when to wake up, but does not promote a healthy rest.

Describe how the promotion developed from concept to implementation.
We created AWAKE YOURSELF, a Smartphone application that instead of telling you when to wake up, it told you when to go to sleep in order to have an 8hr rest, and this way you’d be able to wake up naturally, well rested, and fully energize to face the challenges of the every day. Just type in the time when you want to wake up and it calculates your 8hr sleep, then tells you when to go to bed. It logs off all your social network accounts, letting everyone know you've gone to sleep in your Serta, and makes sure nothing intervenes in your pursuit of a good night rest.

Explain why the method of promotion was most relevant to the product or service.
For years, people have invested numerous efforts and technology to improve the quality and functionality of the alarm clock... when in reality, there is no better clock than the biological clock. We all love to sleep, and we all hate to be woken up by an alarm clock; so we created an application that removes the need of the alarm clock forever; AWAKE YOURSELF. This way we were able to position Serta not only as the leading brand in innovation but also as the sponsor of well rested, productive beings.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Downloaded more than any other alarm clock app, AWAKE YOURSELF created a new sleeping habit in the lives of people who downloaded it. As a result of this better 8hr sleep habit, people became happier, healthier, and full of energy to face their day to day activities. Social networks notifications of people going to sleep in their Serta became a trend topic and soon, thousands joined the better sleep movement. This campaign helped reinforce Serta as the makers of the best mattress in the world and even better, it positioned them as proud sponsors of well rested happy people.