With the bold question “And you, are you sleeping well?”, the campaign sparked nationwide awareness about the link between sleep and heart health through multi-channel storytelling and a buzz-generating activation with STIB that brought Heart Week directly to early-morning commuters.
The campaign aimed to inform people and eventually encourage them to take care of their heart.
We developed a strong, tailored concept, “And you, are you sleeping well?” that directly engages people, draws attention and connects all sleep troubles through powerful storytelling. In order to reach as many people as possible, the campaign was used in posters, in the press, on the radio (a scenario referring to the “Frère Jacques” song), in social media, all relayed by field actions in hospitals.
The approach was crowned by a Buzz Marketing action around an event developed in collaboration with the STIB.
At 5am, we filmed the reaction of travelers by offering them a… 2022 Heart Week pillows!
The messages on the pillows invited them to reflect on the link between sleep and heart health. The surprised and intrigued reactions were recorded and shared on social media, generating the expected buzz.
