Acute, serious, soft, rhythmic, intense. The snoring They can end up being a reason for separation for many couples. But what in principle is a problem could end up being a solution thanks to the artificial intelligence. This is the concept on which the new campaign devised by OGILVY ARGENTINA For the rest brand Calm.
The brand seeks to improve the quality of consumers’s sleep with creativity and technology
“The sound of divorce” It seeks to encourage consumers to divorce, but only as regards the mattress. To do this, he has proposed exchange snoring of their partners for discounts To buy mattresses. The brand has created a WhatsApp chat in which an AI agent is responsible for processing the audios that customers send. “The more intense and unbearable the snoring, the greater the discount will be”, Explains Malu Donaire, executive creative director at Ogilvy Argentina, to Little Black Book.
To communicate the initiative, it has disseminated a spot that has had Waldestudio production. It makes use of humor for connect the customer problem with the solution of the brand. Calm shows couples detailing their sleep problems, and later women recording men in bed to exchange those snoring for discounts. “So you can separate, but just to rest better“The phrase points out.
“The campaign combines creativity, artificial intelligence, humor, with a very powerful insight with which anyone, anywhere in the world, can be identified”, Points out Keka Morelle, executive creative director of Ogilvy Argentina, according to the aforementioned medium.”In this way, we managed to generate a relevant conversation for the brand and strengthen its connection with consumers”
“The sound of silence” has had activations both in Calm’s social networks, and With collaborations with influencersunder mediab media planning. Ximena Capristo and Gustavo Conti, popular creators of Argentine content, collaborated in the Campaign simulating on Instagram that they divorced, and then reveal that they actually only did to sleep. So did the influencer Victoria Maurette in another similar content.
With this campaign, Calm not only manages to impact consumers in an authentic and effective way, but also capitalizes the trend known as “Sleep divorce”. This explains why many couples around the world, especially young people, are deciding to sleep in separate beds to rest better and protect their relationships.
“The impact of this action demonstrates how combining creativity, artificial intelligence and strategic alliances in an authentic context a daily problem can be transformed into a solution with a positive impact on the audience ”says Florencio Colombo, Chief Growth Officer of Ogilvy Argentina.
