A Sleep Come True
Qualitative & Quantitative Research
Video Production
Project Overview
When a category is full of homogenized tropes and the expected, we helped Sleep-Eze break through by zigging while other zagged, and communicated the true benefit of a good night’s sleep; it was a sleep come true.
Details
In the sleep-aid category, brands are obsessed with depicting deep, drooling, contented sleepers as a means of communicating the efficacy of their product. What we uncovered through consumer research and interviews was that the true benefit of a good night’s sleep wasn’t the sleep itself, but rather how it makes you feel the next morning. So, we positioned Sleep-Eze as the sleep-aid brand that understands the REAL benefit of a good night’s sleep in a campaign we called “Get the sleep you’ve been dreaming of”.
We broke through by leaning into the surreal qualities of a dream state and broke category convention by showing the morning you could experience, rather than the sleep itself. And after just one week, the unique, slightly surreal campaign gave Sleep-Eze the breakthrough it was dreaming of; it’s best sales week in over two years.
We broke through by leaning into the surreal qualities of a dream state and broke category convention by showing the morning you could experience, rather than the sleep itself. And after just one week, the unique, slightly surreal campaign gave Sleep-Eze the breakthrough it was dreaming of; it’s best sales week in over two years.
