Omega Pharma/chefaro: CHAT FOR THE SLEEPLESS

Credits & Description:

Category: Best Use of Special Events and Stunt/Live Advertising

Advertiser: OMEGA PHARMA

Product/Service: SILENCE SLEEPING AID

Agency: MORTIERBRIGADE

Date of First Appearance: Oct 25 2009 12:00AM

Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM

Creative Directors: Jens Mortier/Joost Berends/Philippe Deceuster (mortierbrigade)

Copywriter: Arnaud Pitz (mortierbrigade)

Art Director: Sebastien Devalck (mortierbrigade)

Producer: Patricia Vandekerckhove (mortierbrigade)

Strategy Director: Stephanie Zimmermann (mortierbrigade)

Marketing Manager: Gilles Debusschere (Silence)

Media placement: Print Ad - Newspaper - October 2009

Media placement: Chat Website - Online - October 2009



Results and Effectiveness

Over 300 persons participated in the debate. Which is a highly respectable result given the early hour at which it took place and still 10 times more than the most popular Belgian chatsite at that time of night.
And no doubt those not attending already knew Silence and were fast asleep.



Creative Execution

This media event was the perfect alibi to get Silence into the media.
So Silence Belgium organised a big debate on www.silencechat.be "Are you for or against changing the hour".
What was special about this debate was that it took place at 3 o'clock in the morning, to suit those that couldn't catch sleep due to the change in time.
The chat was announced in newspapers on the very same day the hour was changed.
The site opened at 3 o’clock.



Insights, Strategy & the Idea

Silence is a pharmaceutical, yet natural product that organises our sleep cycle.
In Belgium, clocks are adjusted twice a year so we can enjoy the light of day longer. This phenomenon is called daylight saving time and half of the countries in the world are familiar with it.
And every year the same debate arises : is this really necessary? In the meantime, besides being terribly annoying, adjusting the time is a source of insomnia for a lot of people, due to the time difference and the accompanying stress.
We wanted to reach our target group at the moment they needed us the most.
The idea: a live chat for the sleepless.