2015 Winners & Shortlists

The Brief

CHALLENGE Insomnia is a global phenomena. In Middle Eastern cultures, staying up, and eating late is more prominent than in Western cultures, and therefore adds to an already growing problem bad sleeping tendencies in the region. Good Night is a newly launched relaxation drink made with natural ingredients that needed to stand out from hundreds of similar products on supermarket shelves. Their brief was to come up with a social media campaign that would generate buzz around their product and its main benefit: it helps you go to sleep.

Describe how the promotion developed from concept to implementation

IDEA Music is a natural sleep aid and people love sharing songs on social networks. So we engaged them to curate the world's biggest playlist with relaxing songs. EXECUTION We introduced the #goodnightmusic hashtag on our social channels and invited users to post their favorite songs. Each song posted on Facebook, Twitter and Instagram was then added to the Youtube Playlist using a tagboard aggregator. Finally, a QR code that links to the playlist was printed on all our cans and we placed special posters with headphones in stores so people can check out the playlist.

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

RESULTS With $0 budget, the campaign generated: + 295% Twitter fanbase growth + 108% Facebook fanbase growth + 42% brand awareness 587.219 overall reach Good Night became the region’s best selling ‘relaxation drink’. But most importantly, there are now over 1.300 songs on the #goodnightmusic playlist to help insomniacs sleep.

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

We targeted insomniacs and used the power of music as a natural sleep aid to communicate our product advantages, and social media to share and spread them. The Hashtag Playlist allows you to add relaxing music to the playlist simply by using the #goodnightmusic hashtag on social networks. The playlist is now available to everyone looking for a good night’s sleep.