We created the ‘Burnout Reader’ to make fatigue visible and harder to ignore, with the idea being that fatigue you can see, can’t be overlooked. By using biometric technology, Burnout Readers could generate a score of one’s tiredness by analyzing galvanic skin response, heart rate and skin temperature. Those who interacted with the readers could experience a visual representation of their fatigue and a printout of the results in the form of a receipt, which could then be exchanged for Bacchus at convenience stores.

From May 23rd 2016 to June 31st 2016, specially built installations (DOOH) were strategically placed in busy locations that generated a lot of foot traffic (bus stops, universities, stadiums, shopping malls) in order to maximize interaction with a fatigued public. This promoted the message, and drove brand values through one-on-one interaction.

The campaign garnered overwhelmingly positive results with 200,000 physical interactions between pedestrians and Burnout Readers. It received more than 120,000 mentions on social media triggering conversations about how we think about fatigue and restoration. Out of those that had their fatigue analyzed, approximately 120,000 exchanged the receipt for Bacchus, in turn reinforcing the benefit of the product which led to a direct increase in sales.