Category: Direct Response Digital: Mobile Marketing
Advertiser: CASABLANCA
Product/Service: BEDDING PRODUCTS
Agency: LEO BURNETT HONG KONG
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Creative Director/Copywriter: Wilson Ang (Leo Burnett Hong Kong)
Creative Director/Copywriter: Wen Louie (Leo Burnett Hong Kong)
Senior Art Director: Martin Tong (Leo Burnett Hong Kong)
Senior Art Director: Jennifer Yip (Leo Burnett Hong Kong)
Art Director: Shana Choi (Leo Burnett Hong Kong)
Senior Copywriter: Cyrus Ho (Leo Burnett Hong Kong)
Group Brand Director: Alan Ng (Leo Burnett Hong Kong)
Music: (8bit Orbit)
Production: (Four Directions)
Media placement: Mobile Application - App Store - 23 April 2012
Describe the brief/objective of the direct campaign.
To reinforce the idea that with Casablanca, you can truly create the sleeping experience of your dreams.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
How dreams work has always been a mystery, and yet everyone hopes to have good dreams. Wouldn’t it be great if we could control our dreams?
Introducing the Casablanca Dreambot app.
All you have to do is to pick a dream in the app, place your phone next to your pillow and go to sleep. By using the highly sensitive accelerometers of today’s smartphones, Casablanca Dreambot can detect your body’s subtle movements and know when you’ve reached the Rapid-Eye-Movement (REM) stage. The Dreambot will then give out audible and sub-audible stimuli to induce your chosen type of dream.
Promotional stickers are put up in the store display windows where the app was used as a trained talking point for salespersons at the stores to better connect with customers.
Explain why the creative execution was relevant to the product or service.
It is totally relevant for Casablanca, a leader in bedding products, to give people complete control over their sleeping experience. The app can also analyse body movements and generate reports on the quality of sleep.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Not only does it result in a better and more customised sleep experience, but you can carry your dream’s mood well into your waking hours.
The app was widely downloaded and talked about in the media. Vast numbers of dreams were induced and we reinforced the idea that with Casablanca, you can truly create the sleeping experience of your dreams.