In what may be the most apt example of converting something historically displeasing into a delight for many, Sleepzone has launched thesnoremeter.com, a digital platform that transforms the sound of a snore into a discount coupon for promotions.
To spur people to participate, Adpro&, Impact BBDO, Pink Lemonade Films and Impact Proximity have launched a film and radio campaign that humorously encapsulates spouses getting happier – instead of irritated and frustrated – when their partners snore in bed.
The beauty of the campaign lies in its simplicity – “the louder the snore, the bigger the score”. It invites people to record a 15-second clip of their partner’s snores while they doze. As the snores get louder, so do the discounts.
An in-built algorithm then translates the decibel level, the pitch of the voice, and the general annoyance level into a tailored discount percentage, ready to be claimed by the customer. The louder the decibel value of the snore, the larger the discount.
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“At SleepZone, we believe sleep isn’t just a luxury — it’s a cornerstone of health and happiness,” said Ahmad Jarrar, General Manager at SleepZone. “With this campaign, we’ve taken a common challenge and turned it into an opportunity for people to improve their sleep and relationships while having a little fun along the way.”
Snoring is more than often a symptom of sleeping on the wrong kind of pillow, and that’s where Sleepzone steps in to offer a range of fluffy, comfortable pillows to help customers sleep better.
Targeting those who have been driven to the edge of lunacy due to the thunderous night-time concerts emitted by their sleeping spouses, Sleepzone offers the best possible remedy: a more comfortable pillow.
Ali Rez, Regional Chief Creative Officer at IMPACT BBDO, said, “A successful sales promotion is one which a consumer can tap into even while they’re dozing. The campaign is a good argument for the word to be spelt $leep.”
Since its launch, hundreds of recordings have been made of an incredible library of snores, ranging from the somewhat harmonious to the downright frightful – some have even recorded their pets snoring – and all have been turned into discounts for pillows.
The campaign has increased foot traffic significantly to Sleepzone locations.
Credits:
Client: Sleepzone
Agency: Adpro&, Impact BBDO
Digital Agency: Impact Proximity
Production company: Pink Lemonade Films
Director: Zaid Srour
Media: Adpro& OMD
