Communication Challenge: How do we get a brand that's all about democratizing quality sleep to cater to the many through a product made for the few?

Strategic Approach: Humanising the challenge and looking at it through our strategic lens of selling a product for the few to benefit the many politics seemed like a natural choice.

Ultimately, the people in official posts impact societies and communities the most. We simply wanted politicians to sleep better to perform better.

But what was evident is that politicians were, in fact, sleeping fine, just in the wrong place; they were sleeping on the job, in public office – and hence, a solution came to life: sleepzone wants you to sleep better, off the job, so you perform better on the job.

Creative Approach: From the plethora of well-documented sleep incidents in public offices, the creative put politicians center stage, caught in the act in embarrassing sleep situations, and providing a solution that allows them to sleep well where and when it matters the most: the bedroom.

Yet, we still had to make 'the politics of sleep' ownable. So by employing portmanteau, we blended two words together, we creatively combined the problem (politicians sleeping on the job) and the solution (pillows) into a new word: P(illow)tics, and launched a print and social campaign and even sent through pillows by mailing them to politicians.

Results: Media budget of $5000 3.2 Million Impressions Online 2.8 Million Video Views 33% Increase in Pillow Sales 12% Increase in other product Sales