Helping People Switch Off and Reclaim Sleep Wellness
Amidst a surge in sleep wellness messaging during the pandemic, Eve Sleep reasserted its authority by launching a multi-channel campaign that identified excessive screen time as a primary adversary to quality rest, encouraging consumers to 'switch off' and prioritise sleep.
The Business Challenge
With the pandemic amplifying the focus on sleep wellness, Eve Sleep faced intensified competition, threatening its position as a thought leader in the industry. The challenge was to reclaim this status and drive mattress sales amidst a crowded market. During the pandemic, the sleep wellness sector became increasingly saturated, with numerous brands vying for consumer attention. Eve Sleep's established authority was at risk as new entrants flooded the market with diverse sleep-related products and advice. To stand out, Eve Sleep needed to reinforce its expertise and reengage consumers with compelling messaging that addressed contemporary sleep challenges.
The Diagnosis
The proliferation of sleep wellness content diluted Eve Sleep's perceived leadership, necessitating a bold strategy to differentiate the brand and reestablish its prominence. The market's inundation with sleep wellness narratives led to consumer desensitisation, making it challenging for Eve Sleep to maintain its distinct voice. Recognising that increased screen time, especially during late hours, was a significant barrier to quality sleep, the brand identified an opportunity to address this modern issue directly, thereby reinforcing its commitment to genuine sleep solutions.
The Solution
Eve Sleep launched a multi-channel campaign positioning screens as the enemy of sleep wellness, encouraging consumers to disconnect and prioritise rest. A key element was a sponsorship deal with Channel 4’s Late Nights on 4 slot, featuring creative content that humorously acknowledged the irony of promoting sleep during late-night TV. Airing from 11 PM to 4 AM, the campaign included idents inspired by the classic Test Card F, serving as a nostalgic reminder for viewers to switch off their devices and prepare for sleep. By extending beyond traditional advertising, Eve Sleep effectively conveyed the importance of reducing screen time before bed while demonstrating an understanding of contemporary sleep challenges.
The Results
Achieved a 3:1 Return on Investment (ROI)
The campaign's strategic placement and resonant messaging led to a significant return, underscoring its effectiveness in driving sales and brand engagement.
Elevated Brand Metrics by 20% Despite a 40% Budget Reduction
Even with a reduced marketing budget, the campaign successfully enhanced key brand metrics, demonstrating the potency of its creative approach.
Garnered Prestigious Industry Awards
The innovative campaign earned a Gold Effie and an IPA Effectiveness Award, recognising its excellence in marketing effectiveness and creativity.
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