Why would a brand purposely create boring ads?

(Marketingmagazine.com.my) – In its bid to reach out to Malaysian insomniacs, Dunlopillo in partnership with Geometry Global Malaysia repurposed their most detailed, technical product videos to create a series of sleep aids.

The “BoredCast” series was created in response to research that showed 81% of Malaysians claiming to not get enough sleep at night*.

Capitalising on the insight that most troubled sleepers are often tempted to use their smart phones to scroll on their social media sites before falling asleep, the agency repurposed the brand’s detailed technical product videos and posted them on Facebook.

The videos were posted on Facebook from 11pm to 5am, peak times for insomniacs looking to distract themselves on social media

Views went from 400 to over 325,000 in under two weeks, hitting 65% of the targeted audience of sleepless people.

The campaign’s main target was to identify troubled sleepers who could benefit from a new bed.

Those who watched the videos would see a follow-up post the next morning with information on the Dunlopillo range and how a better bed can improve their quality of sleep.

So the next time you feel sleepy? Check out the video below:

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