2010 Winners & Shortlists

Results and Effectiveness

The impact was eye opening. Our live sleepers attracted an amazing 1.5 Million eyeballs across the UAE, and people even tried to wake them up! Sales indexed 264 vs. forecasts in a two-month span. Stocks ran out in just two weeks! Source ( GlaxoSmithKline Sales Team) “An incredible first time use of creative media that had an amazing impact on our sales. It is something we hope to roll out on a global level”- Brand Manager Breathe Right GCC.

Creative Execution

We created a-first-of-its-kind interruptive ambient solution, where we unleashed our very own live sleepers that took over the city, falling asleep in everyday natural settings. On the launch week of Breathe Right, walking down Dubai’s beach front you would find a mum that 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 you’d see a helpless fashion victim right outside a major department store, coffee in hand, dozing on a café table. And we didn’t stop there. 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 simple… Did you get a good night’s sleep? – brought to you by Breathe Right.

Insights, Strategy and the Idea

Have you ever come across someone who snores, who won’t admit they snore? If you have, you’ll agree that the true sufferer isn’t the snorer, it’s actually the person who gets trapped in the room with one. According to a GSK study 78% of adults across the GCC suffer from difficulties when sleeping, and of those 24% admit their number one cause is snoring. 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. The challenge was to induce trial across a target to help them with a problem many wont admit they have. Our solution was to change the target from the snorer to the sufferer, by showing them how lack of a good night’s sleep can really effect their day – raising the question: Need a good night’s sleep?