2015 Winners & Shortlists

The Brief

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 of the campaign was to create more awareness around the product, and what the product actually does. Another objective was also to increase awareness online, and increase its facebook viewership and general presence in the marketplace.

Describe how the promotion developed from concept to implementation

The creative solution was to make people absolutely clear of the drink's capabilities - you drink it, it makes you fall asleep easier. Both online and in research, the response by the public (and not just current users), was that the drink is now something they relate to sleeping.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 been added to a general increasing awareness of the drink - even in markets where the drink is not yet made available.

Explain why the method of promotion was most relevant to the product or service

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.