The idea was to garner excitement for the new version of a product that had already been on the market for 10 years. The name brand AMBIEN CR and the offer itself were the critical pieces of communication we wanted consumers to take away. But the finished spot had to be entertaining and memorable at the same time.

The spot began airing 1st October 2005 and ran through the remainder of the year on networks and cable. Among our 35 plus target age group, the trial offer generated 140,611 phone calls and 99,627 total leads — which is a 70% lead generation rate.