BBDO Singapore recently joined forces with AIA to develop the #OneMoreHour campaign -- a regional program to help Asian citizens get more sleep and ultimately live healthier and longer lives. The campaign includes two brand films, print materials, and social media content to tackle this huge health issue in Asia. The campaign targets specific sleep misconceptions prominent in Asian societies, specifically that sleep should be sacrificed if it means being successful.
One film in the #OneMoreHour campaign shows a little girl who wakes up full of energy and sneaks into her parents' room to try to wake them up. She's not successful, but after the parents begin getting better rest, we see the family transform into one full of energy. The film ends with the question: "Who will you be when you wake up?"
Sleep-Promoting Campaigns
The #OneMoreHour Campaign Shows the Importance of Sleep
Trend Themes
1. Sleep-friendly Workplaces - Creating flexible work schedules and nap rooms within the workplace can help promote better sleep hygiene and improve employee health.
2. Personalized Sleep Technology - Developing personalized sleep tracking and coaching technology can help individuals better understand and improve their sleep habits.
3. Sleepwear Innovation - Researching and developing innovative materials and designs for sleepwear can help optimize comfort and promote better sleep quality.
Industry Implications
1. Health and Wellness - This industry can benefit from sleep-promoting campaigns and invest in innovative ideas to create products and services aimed at improving sleep health.
2. Technology - The technology industry can invest in innovative sleep tracking and coaching technology to create personalized solutions for individuals seeking to improve sleep habits.
3. Consumer Goods and Apparel - This industry can research and develop innovative materials and designs for sleepwear to optimize comfort and promote better sleep hygiene.