MoltyFoam: The World's First BillBed

Credits & Description:

Advertiser: MOLTYFOAM
Agency: BBDO PAKISTAN
Geo: Pakistan
Creative Director: Ali Rez(BBDO Pakistan)
Strategic Planning Director: Assam Khalid(BBDO Pakistan)
Production Manager: Atif Pasha(BBDO Pakistan)
Deputy General Manager: Faisal Durrani(BBDO Pakistan)
Junior Art Director: Imran Khan(BBDO Pakistan)
Senior Art Director / Concept: Muhammad Ahmed Mustafa(BBDO Pakistan)
Video / Photography: Muhammad Ahsan(BBDO Pakistan)
Director of Photography / Cinematographer: Mujtaba Hussain Shah(BBDO Pakistan)
General Manager: Aamir Allibhoy(BBDO Pakistan)
Senior Account Manager: Idrees Hussain(BBDO Pakistan)
Executive Creative Director: Madeeha Noor(BBDO Pakistan)
Associate Creative Director: Sahar Mullick(BBDO Pakistan)
Creative Director: Ali Rez(BBDO Pakistan)
Strategic Planning Director: Assam Khalid(BBDO Pakistan)
Production Manager: Atif Pasha(BBDO Pakistan)
Deputy General Manager: Faisal Durrani(BBDO Pakistan)
Junior Art Director: Imran Khan(BBDO Pakistan)
Senior Art Director / Concept: Muhammad Ahmed Mustafa(BBDO Pakistan)
Video / Photography: Muhammad Ahsan(BBDO Pakistan)
Director of Photography / Cinematographer: Mujtaba Hussain Shah(BBDO Pakistan)
General Manager: Aamir Allibhoy(BBDO Pakistan)
Senior Account Manager: Idrees Hussain(BBDO Pakistan)
Executive Creative Director: Madeeha Noor(BBDO Pakistan)
Associate Creative Director: Sahar Mullick(BBDO Pakistan)
Brief Explanation
Pakistan's leading mattress brand, MoltyFoam, had suffered a decline in brand love and we needed to prove our goal of providing a good night's sleep to everyone - regardless of their background. An estimated half a million homeless people in every metro city of Pakistan. Most are out town laborers who work hard during the day and have nowhere to sleep at night. Nowhere but the hard pavements. We saw an opportunity to help and decided to provide a solution to people sleeping outdoors… by using outdoor. We designed the world's first BillBed. A billboard designed from the product itself.
Results and Effectiveness:
The campaign went viral on social media, attracting the attention of politicians and celebrities alike who took notice of the situation, raising awareness of the plight of these laborers. Even though our goal was strictly CSR, the campaign renewed people’s love for the brand and ended up raising sales by 2%, a significant increase for a 'life event' product. In a recent survey, brand love had increased by 68%, while purchase intent rose by 82%. Most importantly though, we provided a good night's sleep to countless homeless laborers, something they truly appreciated. Same laborers even reported that a better night's sleep allowed them to work more the next day, thereby raising their income.
Creative Execution:
The creative execution itself was the product. Rather than just spend money on static billboards, we decided to turn them into functional devices that would actually help people get a good night's sleep. By day the BillBeds advertised the brand, and by night - with a simple flick - they transformed into comfortable beds. The weatherproof BillBeds were placed in over 150 locations in 9 major cities across Pakistan, all for under $20,000. A short documentary was created and placed on social media. 8 months since the launch of our campaign, we continue to add 15 BillBeds in new locations every month.
Insights, Strategy and the Idea:
With MoltyFoam's promise of a good night’s sleep, our strategy was to help the people who needed it the most; the homeless laborers who slept on the hard pavements. We decided to provide a solution to people sleeping outdoors… by using outdoor. We designed the world's first BillBed. A billboard designed from the product itself. By day the BillBeds advertised the brand, and by night - with a simple flick - they transformed into comfortable beds. The weatherproof BillBeds were placed in over 150 locations in 9 major cities across Pakistan, at locations we knew would benefit homeless laborers the most.