This entry was targeted toward consumers who suffer from occasional sleeplessness. We wanted to reach those people who aren’t getting a good night of sleep, but are simply accepting this without seeking change. Specifically, we were targeting non-users who are open to using a sleep aid, and those users who are relying on pain medicine to help with their sleeplessness, but who do not have pain.

No major legal restrictions applied to the execution of the campaign.

The challenge we were faced with was to change the way consumers perceive sleep aids, and connect with occasional sleeplessness sufferers to remind them that they deserve a good night’s sleep. Our objective was to use our established campaign wit to elicit this change in perception. Instead of launching a campaign about all the reasons you can’t sleep, we wanted to portray some of the surprising scenarios that can become reality when you don’t get enough sleep. Our strategy was to highlight the negative outcomes of lack of sleep, to remind consumers just how important sleep is. We created a few Facebook posts that showed consumers these light-hearted scenarios of 'need sleep', and with their success realized quickly that consumers gravitated toward this messaging, and would be open to seeing it outside of just social media. We launched three print spreads that portrayed three different scenarios where sleeplessness led to smartlessness, and changed the tone of category. The scenarios were positive, relatable, and captured a range of scenarios to get the attention of our consumers.

Healthcare and OTC advertising in the category is very focused on communicating a problem, and positioning the product as a solution to the problem. The category is filled with claim-heavy messaging, and creative that focuses on how sleeplessness looks, and how it can be solved. The tone of this messaging is not positive, or meant to draw audiences in by being relatable, but is a more problem – solution messaging approach. The advertising in the category does not strive to relate with consumers.