CHAT FOR THE SLEEPLESS by Mortierbrigade Brussels for Omega Pharma/chefaro

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CHAT FOR THE SLEEPLESS

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Industry Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Belgium
Agency Mortierbrigade Brussels
Art Director Sebastien Devalck
Copywriter Arnaud Pitz
Producer Patricia Vandekerckhove
Released October 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: OMEGA PHARMA
Product/Service: SILENCE SLEEPING AID
Agency: MORTIERBRIGADE
Date of First Appearance: Oct 25 2009 12:00AM
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
Creative Directors: Jens Mortier/Joost Berends/Philippe Deceuster (mortierbrigade)
Copywriter: Arnaud Pitz (mortierbrigade)
Art Director: Sebastien Devalck (mortierbrigade)
Producer: Patricia Vandekerckhove (mortierbrigade)
Strategy Director: Stephanie Zimmermann (mortierbrigade)
Marketing Manager: Gilles Debusschere (Silence)
Media placement: Print Ad - Newspaper - October 2009
Media placement: Chat Website - Online - October 2009

Results and Effectiveness
Over 300 persons participated in the debate. Which is a highly respectable result given the early hour at which it took place and still 10 times more than the most popular Belgian chatsite at that time of night. And no doubt those not attending already knew Silence and were fast asleep.

Creative Execution
This media event was the perfect alibi to get Silence into the media. So Silence Belgium organised a big debate on www.silencechat.be "Are you for or against changing the hour". What was special about this debate was that it took place at 3 o'clock in the morning, to suit those that couldn't catch sleep due to the change in time. The chat was announced in newspapers on the very same day the hour was changed. The site opened at 3 o’clock.

Insights, Strategy & the Idea
Silence is a pharmaceutical, yet natural product that organises our sleep cycle. In Belgium, clocks are adjusted twice a year so we can enjoy the light of day longer. This phenomenon is called daylight saving time and half of the countries in the world are familiar with it. And every year the same debate arises : is this really necessary? In the meantime, besides being terribly annoying, adjusting the time is a source of insomnia for a lot of people, due to the time difference and the accompanying stress. We wanted to reach our target group at the moment they needed us the most. The idea: a live chat for the sleepless.