Cannes Lions

SILENCE SLEEPING AID

MORTIERBRIGADE, Brussels / OMEGA CHEFARO / 2010

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Overview

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OVERVIEW

Execution

This media event was the perfect alibi to get Silence into the media.So Silence Belgium organised a big debate on www.silencechat.be "Are you for or against changing the hour".

What was special about this debate was that it took place at 3 o'clock in the morning, to suit those that couldn't catch sleep due to the change in time.

The chat was announced in newspapers on the very same day the hour was changed.The site opened at 3 o’clock.

Outcome

Over 300 persons participated in the debate. Which is a highly respectable result given the early hour at which it took place and still 10 times more than the most popular Belgian chatsite at that time of night.And no doubt those not attending already knew Silence and were fast asleep.

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