Shifting mindsets
about sleep to build a brand
Helping everyone get a better night’s sleep starts with education about sleep position.
CASE STUDY
BRAND LAUNCH | WEARABLE HEALTH TECH | POSITIONING STRATEGY | INTEGRATED CAMPAIGN | DIGITAL | SOCIAL | PHOTOGRAPHY
The challenge
Not many people are aware that snoring may be a sign of obstructive sleep apnea (OSA). Even fewer know about positional obstructive sleep apnea (POSA), in which most sleep disturbances occur while sleeping on one’s back. And those who have POSA might resist getting treatment because they don’t want to wear a mask or use a CPAP machine. Philips needed to build awareness of a condition within a condition and promote a mask-free treatment while not discouraging the important use of masks when needed.
The solution
A much better option than, say, your bed partner kicking you to roll over, Philips NightBalance helps POSA patients remain sleeping on their sides with gentle vibrations that nudge them if they’ve turned on their backs. Keeping in mind the social and emotional aspects associated with snoring and patients’ behavioral and clinical needs, we developed the “We’re on your side” marketing campaign to spread awareness about NightBalance. The supportive and empathetic approach came through in various campaign materials, including a custom photoshoot, websites for healthcare providers and patients, social media posts, emails, print ads, banner ads, and brochures.
The results
In less than 8 weeks from creative to execution, we created a campaign that resonated with both patients and physicians.
“Thank you so much all. We have been screaming NW praises across the Philips org!”
— Philips client
Our work in action
DEMAND GENERATION
Taking a different marketing approach in a time of crisis
BRAND REFRESH
Helping Kaleido and Planned Parenthood reach more patients, more easily
SALES TRAINING
Moving from “training by slides” to “training by doing”