2015 Winners & Shortlists

Results and Effectiveness

The objective of the campaign was to create more awareness for the product, and what the product actually does. Increase awareness online and facebook viewership. Good Night is now the region's number one relaxation drink. Not only did viewership on the Good Night facebook page increase, so did activity on social media. New hashtags relating to Good Night have arisen. And twitter posts relating to both the drink and the shop stunt have added to awareness. Online and in research, the response by the public (not just current users), was that the drink is now something they relate to sleeping.

Creative Execution

The drink is for insomniacs and anyone who finds it hard to get to sleep. We thought that using the night would be in relevant context, but to use the night inside a shop would be even more effective. We found that most of the drink cans were sold through the night-time, rather than in the day time. So we decided to perform the activation during the night, inside a shop - when those who need sleep try to find something that will make them sleep. This specific activation was then seeded and shared online through other social media outlets to maximise its communication.

Insights, Strategy and the Idea

Good Night is a relaxation drink that helps you get to sleep. It is a new entrant into the Gulf region, and is not well known. The objective was to make people absolutely clear of the drink's capabilities - you drink it, it makes you fall asleep easier. We found that those who use Good Night, use it again. This means that it works. The cans are being sold currently in shops throughout the region. These shops are always brightly lit. What's more, people who need Good Night are often 'nighhawks' who, like with energy drinks, tend to buy the drink at the time it is needed most. In this case, in the dead of night.