Breathe Right Promo, Case study LIVE SLEEPERS by Starcom Dubai

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market United Arab Emirates
Agency Starcom Dubai
Released November 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Date of First Appearance: Nov 25 2009 12:00AM
Associate Media Director: Sara Metwally (Starcom MediaVest Group)
Media Executive: Heba Attallah (Starcom MediaVest Group)
Senior Media Executive: Fatemah AlSabah (Starcom MediaVest Group)
Regional Media Director: Alexandra Reynolds (Starcom MediaVest Group)
Regional Planning Director: Mark Hamilton (Starcom MediaVest Group)
Media placement: Live Models - Dubai Beach Front JBR - 25th Nov 2009
Media placement: Live Models - Mall of the Emirates - 25th Nov 2009
Media placement: Live Models - Dubai Internet City - 25th Nov 2009
Media placement: Live Models - Dubai Media City - 25th Nov 2009

Results and Effectiveness
The impact was eye-opening. The total estimated footfall of the total areas covered amounted to a 1.5 million across the UAE per week. Sales indexed 264 vs. forecasts in a two-month span. “An incredible first time use of creative media that did wonders for our brand, and is something we hope to roll out on a global level”, Brand Manager Breathe Right GCC.

Creative Execution
For four weeks, we paraded those sufferers falling asleep where you’d least expect them. We created a first-of-its-kind interruptive ambient solution, live sleepers passed out in the busiest malls, commercial hubs and high traffic pedestrian areas. Walking down Dubai’s beach front, a mom didn’t quite make it home after a grocery trip, snoozing on a bench with her bags of shopping all around her. A few steps later there would be a business executive in a suit, tossing and turning on another bench. In malls a helpless fashion victim right outside a major department store, coffee in hand, dozed off on a café table. At 9 am, in Dubai’s business districts, we had professionals falling asleep on their monitors, lining the entrances of every major commercial hub. The message that accompanied them was clear. With Breathe Right, you can get a good night’s sleep.

Insights, Strategy & the Idea
Snoring is far from being a personal problem. The biggest barrier to solving it is the taboo behind talking about it. The truth is husbands, wives, children and friends would rather suffer from lack of a good night’s sleep than confront a snorer. To rescue these sleep-deprived victims, GSK was launching Breathe Right, a regional first that helps to reduce or eliminate snoring by opening the nasal passages. What we needed to do was spark that converstation letting suffers speak up and snorers feel the heat!