Dunlopillo and Geometry Global Malaysia use technical videos as repurposed sleep aids

Boredcast.jpgDunlopillo in partnership with Geometry Global Malaysia have repurposed their most detailed, technical product videos to create a series of sleep aids. The "BoredCast" series has been created in response to the 81% of Malaysians who claim they do not get enough sleep at night*.

VIEW THE VIDEO
Boredcast 2.jpgThis is a significant concern, as studies have shown lack of sleep can lead to a number of issues including poor productivity, health complaints and the breakdown of work and personal relationships. With smartphones on hand, the temptation for troubled sleepers to pass the time during the wee hours on social media is strong. Dunlopillo and Geometry Global saw the opportunity to reach these troubled sleepers at that pivotal moment when they are thinking about quality of sleep.

With this in mind, the BoredCast campaign repurposed technical videos into sleep inducing content. Dunlopillo have a database of product videos explaining everything from latex technology to spinal health to mattress firmness, all of which are highly detailed and well... a little dull. These videos were posted on Facebook from 11pm to 5am, peak times for insomniacs looking to distract themselves on social media.

Views went from 400 to over 325,000 in under two weeks, hitting 65% of the targeted audience of sleepless people. In addition, the campaign aimed to identify troubled sleepers who could benefit from a new bed. Those who watched the videos would see a follow-up post the next morning with information on the Dunlopillo range and how a better bed can improve their quality of sleep.

* Philips Index for Health and Well-being: A global perspective Report 2010

boredcast-board v1- press release-01.jpg

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.