The majority of the social media chatter about ZzzQuil spiked between 10PM and 2AM, when people wished they had ZzzQuil, but it wasn’t the most convenient time to go out and buy some. We tapped into this opportunity by letting people know ZzzQuil believes everyone deserves a good night's sleep — even if they don't have any ZzzQuil on hand.

1-855-ZZZ-QUIL is a toll free number people can call to be bored to sleep. A soothing voice provides a variety subjects that are boring to most people. Callers can choose what’s least interesting to them and listen to the dull content until they are bored to sleep.

We chose to bore our customers old school, with a toll-free number. Unlike a TV spot or a digital app, the phone line keeps insomniacs from having to engage too much, which could wake them up more. 1-855-ZZZ-QUIL is meant to be a useful tool that really helps people get to sleep.

The reaction to 1-855-ZZZ-QUIL was instant. We received thousands of calls from all across the country and ZzzQuil became the #1 OTC sleep aid in the US within 6 months of the launch. But most of all, people got the sleep they deserved.

Most marketers don't have the opportunity to raise awareness of their brand by boring their customers. But for us, being dull was the perfect way to get attention. And the light-hearted, playful approach to insomnia fits right in with the tone our campaign.