rozerem
“your dreams miss you”
cramer-kresselt
the good news
1st innovation in sleep aids in 35 years
targets the normal sleep-walk cycle
allays biggest category fear—getting hooked
competitive context
it all looked the same
showing people blissfully going to sleep
challenges
heavy competitive spending
highly regulated industry
delivering clear benefits and risks while engaging the consumer
consumers suspicious of pharmaceutical advertising
a highly regulated category
government was telling us what we could say and what we couldn’t say
our opportunity
help people to let their guard down toward sleep aids
insomnia is deeply emotional
talk to them
interviews and focus groups just trying to understand what it is that’s causing them not to be able to sleep
their feelings were deep and emotional and really raw
people were desperate to do anything to go to sleep
felt extremely frustrated
felt extremely jealous
envious of co-workers who were refreshed and feeling great
up at night
alone and desperate
alone with fears and alone with thoughts
but they had major fears about taking a sleep aid, fears that rational response alone couldn’t alleviate
we needed another way in, and we found it in dreams
we couldn’t be rational: we needed to be emotional
mantra: to be more like a friend
we needed to go back and talk with them about dreams
“my dreams are like movies”
“i have a wonderful dream life”
“if you can’t sleep, you can’t dream”
they wanted their dream life back
talking about different paths in
not looking at dreams from perspective of insomniac
but looking at dreams from perspective of dreams
creative genius came from turning the lens . . .
thinking about what our dreams do when we can’t sleep
late at night
want to reach people who can’t sleep
theymissyou.com
out of home reach them when feeling the effects of not being able to sleep
when getting their daily dose of caffeine with coffee sleeves
able lincoln and a beaver?
people love random, disjointed nature of dreams
should be empathetic and genuinely miss the insomniac
motivate people to do something about insomnia
we got people talking
what’s the meaing of able lincoln?
is that a badger? beaver? muskrat? mole?
what does the beaver represent?
what’s up with the astronaut (deep sea diver)?
and gained cultural relevance
people having fun with campaign
rather than making fun of campaign
simpsons, jay leno, sopranos
lessons learned
glamourless categories can be a blessing
leave room for the consumer to play along
don’t connect all the dots for consumers
it’s okay if not everybody gets it
embrace polarization
quirky rooted in insightful human truth is powerful
have fun
Tuesday, August 7, 2007
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