Having three coffees before 11am, planning the day around a nap or canceling plans due to tiredness should not be normal. This is the reflection that Flex invites society to make in its new advertising campaign, with which it makes visible some of the consequences of a bad rest and reminds us of the importance of investing in quality sleep to improve physical and mental well-being.
“ReFLEXiona” is presented more as a cultural movement than as a campaign
“ReFLEXiona” has been worked collaboratively between the Tango agencies, which has led the strategy, creativity and activation; and Yellow Brick Road, which has been in charge of digital strategy and influencer marketing; both part of the Collective &c. And it is presented more as a cultural movement and a brand platform, than as a communication campaign.
With it, the brand elevates its discourse and seeks to connect on an emotional level with consumers by demonstrating knowledge of their needs and concerns. The concept is also supported by data collected by the Research Center of the
Flex Dream, created by the brand 10 years ago. These point out, among other things, that in Spain we sleep an average of 6.5 hours a day, and 87% of people wake up during the night.
In this sense, Flex is committed to starting a collective reflection on rest and its transformative power, seeking to return it to the central place it deserves in our lives. It does so by making its consequences visible, such as bad mood or irritability, which feature in the main audiovisual piece of the campaign, produced by The Production Club.
“We have relegated rest to the last place of our priorities, forgetting that it is the main pillar of our well-being“says Paola Gómez, Marketing Director for Spain, Portugal and France at Flex Bedding Group. “At Flex, we want to turn ‘ReFLEXiona’ into an unstoppable movement that vindicates the importance of rest, and its transformative power, because we believe it is necessary to stop normalizing the consequences of a bad rest.”.
The campaign, launched after World Sleep Day, which is celebrated every March 13, also has a display in outdoor advertising. Through simple questions and creative focused on copy, the brand invites the consumer to reflect on the impact of a bad rest.
“ReFLEXiona” runs on television, radio, social networks, digital platforms, and outdoor advertising, and has collaboration with influencers and content creators.
