Sleepzone / Jordan / 2024Design & Packaging · OOH
P(illow)tics.
In an election year, Sleepzone launched its premium Tempur pillow in Jordan with ads showing politicians asleep on the job, a joke about what poor sleep does to decisions.
- Brand
- Sleepzone
- Agency
- AdPro&
- Market
- Jordan
- Region
- MENA
- Year
- 2024
The challenge
Jordan is a price-sensitive market dominated by cheaper pillows. Sleepzone had $5,000 to convince people a premium pillow was worth it.
The idea
AdPro& and IMPACT BBDO tied better sleep to better decisions and used the local elections as the setting, depicting politicians dozing off.
Results
- 33% of Tempur stock sold against a 20% target, and non-Tempur sales up 12%, according to the Dubai Lynx entry
- 3.2 million impressions and $250,000 in earned media, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Print & Publishing – Use of HumourBronze
Credits
- Creative agency
- IMPACT BBDO Dubai
- Creative agency and media placement
- AdPro&
- Creative Director, Adpro Communications
- Hatem Soliman
- Senior Art Director, Adpro&
- Mohammad Al-Nazer
- Copywriter, Adpro Communications
- Nicola Mukarker
- Strategy, Adpro&
- Rizek Jildeh
- Chief Creative Officer, Impact BBDO
- Ali Rez
- Regional Executive Creative Director, Impact BBDO
- Joe Abou-khaled
