We developed a campaign site containing spreadable facts about how much time is wasted by snoozing, and what could have been done with the time instead of snoozing your alarm repeatedly.

We invented a mobile app, a social alarm clock allowing you to join in on someones wake up-time and compete your way out of bed, and provided scoreboards and social share functions.

All components were connected to a web shop with directions to resellers.

To draw attention to our online campaign, we sent out a survey showing the worst snoozers in Scandinavia – this was picked up by plenty of media.

Articles on the campaign were published in some of the biggest media outlets in Scandinavia, describing our facts on snoozing, and the solution – our alarm clock.

Hundreds of thousands visited the campaign site.

Tens of thousands downloaded the game.

What's most important: By giving the product a new, brave purpose, using cutting edge mobile app developement, we increased the sales volume of Philips Wake-up Light with 26 percent during our campaign period, compared to the previous year. The market share grew with 8% compared to the previous year.