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. There are 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. We designed the world's first BillBed. A billboard designed from the product itself.
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. The creative execution was the product itself. Rather than just spend money on 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 over150 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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. Some laborers even reported that a better night's sleep allowed them to work more the next day, thereby raising their income.
Explain why the method of promotion was most relevant to the product or service
The most effective pieces of work in promotion are the ones that reach out and touch people's hearts. Our intention was to do something good for people, which in turn would promote the brand by itself. Through a simple shift in the way people viewed outdoor billboards, we managed to create a promotional buzz which resulted in lots of love for the brand. This was promotion at its best: a concept that was highly relevant to the brand, one which led to making people's lives better.