2016 Winners & Shortlists

THE WORLD'S FIRST BILLBED

Grand Prix

Case Film

Presentation Image

Client/BrandMOLTYFOAM
Product/ServiceMATTRESSES
EntrantBBDO PAKISTAN Lahore, PAKISTAN
Type of EntryMedia: Use of Media
CategoryUse of Outdoor
Entrant Company BBDO PAKISTAN Lahore, PAKISTAN
Advertising Agency BBDO PAKISTAN Lahore, PAKISTAN

Brief Explanation

Pakistan's leading mattress brand, MoltyFoam, had suffered a decline in brand love and we needed to prove our goal of providing a good night's sleep to everyone - regardless of their background. An estimated half a million homeless people in every metro city of Pakistan. Most are out town laborers who work hard during the day and have nowhere to sleep at night. Nowhere but the hard pavements. We saw an opportunity to help and decided to provide a solution to people sleeping outdoors... by using outdoor. We designed the world's first BillBed. A billboard designed from the product itself.

Results and Effectiveness

The campaign went viral on social media, attracting the attention of politicians and celebrities alike who took notice of the situation, raising awareness of the plight of these laborers. Even though our goal was strictly CSR, the campaign renewed people’s love for the brand and ended up raising sales by 2%, a significant increase for a 'life event' product. In a recent survey, brand love had increased by 68%, while purchase intent rose by 82%. Most importantly though, we provided a good night's sleep to countless homeless laborers, something they truly appreciated. Same laborers even reported that a better night's sleep allowed them to work more the next day, thereby raising their income.

Creative Execution

The creative media execution was the product itself. Rather than just doing static billboards, we decided to turn them into functional devices that would actually help people get a good night's sleep. By day the BillBeds advertised the brand, and by night - with a simple flick - they transformed into comfortable beds. The weatherproof BillBeds were placed in over 150 locations in 9 major cities across Pakistan, all for under $20,000. A short documentary was created and placed on social media. 8 months since the launch of our campaign, we continue to add 15 BillBeds in new locations every month.

Insights, Strategy and the Idea

With MoltyFoam's promise of a good night's sleep, our strategy was to help the people who needed it the most; the homeless laborers who slept on the hard pavements. We decided to provide a solution to people sleeping outdoors... by using outdoor. We designed the world's first BillBed. A billboard designed from the product itself. By day the BillBeds advertised the brand, and by night - with a simple flick - they transformed into comfortable beds. The weatherproof BillBeds were placed in over 150 locations in 9 major cities across Pakistan, at locations we knew would benefit homeless laborers the most.

Credits

Name Company Position
Aamir Allibhoy BBDO Pakistan General Manager
Muhammad Ahmed Mustafa BBDO Pakistan Senior Art Director/Concept
Assam Khalid BBDO Pakistan Strategic Planning Director
Ali Rez BBDO Pakistan Creative Director
Sahar Mullick BBDO Pakistan Associate Creative Director
Imran Khan BBDO Pakistan Junior Art Director
Atif Pasha BBDO Pakistan Production Manager
Faisal Durrani BBDO Pakistan Deputy General Manager
Assam Khalid BBDO Pakistan Creative Director
Idrees Hussain BBDO Pakistan Senior Account Manager
Muhammad Ahsan Video/Photography
Mujtaba Hussain Shah Director Of Photography
Ali Rez BBDO Pakistan Art Director
Madeeha Noor BBDO Pakistan Creative Director
Muhammad Moiz Khan BBDO Pakistan Photographer