Why would a brand purposely create boring ads?

3 years ago
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(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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Date:           19 & 20 May, 2016 

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To register, go to APPIES REGISTRATION.

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APPIES Malaysia 2016 judges:

• Abdul Sani Abdul Murad – Head of Marketing, HSBC Malaysia

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• Eric Wong – Marketing Director, IBM Malaysia

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• Mark Ng – ASEAN Marketing Director, Castrol

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• Matthew Ho – Regional Digital Marketing Director, Huawei Technologies Malaysia

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CMO2019

Malaysian CMO Awards 2019 Open for nominations


Rewarding the Bold & the Brave

Held on the evening of the Conference, this award is to identify talent, transparency, tenacity and a take-charge attitude of deserving marketers. An eminent panel of industry leaders will decide on the winners. There are 30 categories at the Malaysian CMO Awards.

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The Deadline for nomination ends on 25th of October 2019

The 8th Malaysian CMO Conference & Awards


DATE:
15th November 2019

VENUE:
The Grand Ballroom, Sime Darby Convention Centre, KL.

For further details on the awards, visit:
Awards Nomination Page