CASE STUDIES

MS&L LUNESTA : LUNESTA SLEEPTONIGHT.COM CAMPAIGN

CHALLENGE

Lunesta posed UCG with the challenge of reframing the discussion about prescription sleep aids concentrating on the quality of sleep a person receives each night and challenging the broad-based use of non-prescription sleep aids and over-the-counter products. By driving consumers to www.sleeptonight.com, Lunesta strived to emphasize how newer prescription sleep aids provide more complete sleep while allowing the user to wake up feeling refreshed and able to face the day.

SOLUTION

• UCG constructed a street team campaign that took place in five major markets including New York City, Los Angeles, Philadelphia, Atlanta and Houston to generate brand awareness and engage consumers about quality of sleep
• Brand Ambassadors outfitted in old fashioned black branded pajamas gained consumer attention by using branded rolling beds as a base to interact in high traffic locations
• Distributed sleep informational cards to consumers, driving individuals to the sleep tonight web site
• Included a fun and interactive element where consumers wrote what they would do for a good night’s sleep via whiteboard messages and video recordings

RESULTS

• Distributed over 10,000 pieces of collateral to consumers
• Received over 400 messages on the sleep tonight website and recorded 150 videos
• Made over 320,000 impressions in five major markets