#НАСПИНАВСЁ

Главное о кейсе

27 000 000 media impressions
326 652 visitors
77 290 involved marathoners
6 mins average time spent on the website
4 900 visitors on brand website & app
5 600 000 hours slept by users

Бизнес-задача и ее решение

Challenge:
Raise awareness on brand promo «Gigabytes for sleep».

Solution:
We ran the first ever sleeping marathon. In our Cross-platform project «Sleep on everything» we encouraged people to sleep for 8 hours for 21 days.
The more you sleep, the more gigabytes of the internet you get.

Прочая информация о кейсе

Every evening you watch some cats on Instagram, write some thoughts on Facebook, read all the news ... and it’s already 2 am! Not enough time sleep. Again. It seems like a bad habit. Beeline, leading telecom brand in Russia, decided to solve this problem and to help people to sleep more.

Introducing the “Sleep on Everything” marathon.
First-ever marathon encouraging you to form good sleep habits!

You need 21 days to form a new habit. That’s why we offered people to sleep for 8 hours for 21 days. The more you sleep the more gigabytes of the internet you get.

First, we got rid of all negative news on the popular news site Lenta.ru. The special switcher turned on only positive news and life hacks on how to sleep well on the website.


We also shot 21 ASMR videos with popular Russian bloggers, that whispered relaxing stories.
Then Lenta.ru editors checked the scientific facts on sleeping and tested gadgets that help to fall asleep.
Our media campaign has been changing during the day. In the morning we told users how to get a good sleep. In the evening we literally forced people to go to bed.

As a result, the multimillion audience of the Rambler Group resources learned how to have a better sleep. People that took part in our marathon slept for more than 5 600 000 hours and got a new healthy habit.

Текущая доступность работы

https://gigizason.lenta.ru/

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