Title	THE SLEEP DATA DIET
Brand	MENZIS
Product/Service	INSURANCE
Category	A01. Data-enhanced Creativity
Entrant	DDB Amsterdam, THE NETHERLANDS
Idea Creation	DDB Amsterdam, THE NETHERLANDS
Idea Creation 2	TRIBAL Amstelveen, THE NETHERLANDS
Media Placement	MINDSHARE Amsterdam, THE NETHERLANDS
Production	100% HALAL Amsterdam, THE NETHERLANDS

Name	Company	Position
Ed van Bennekom	DDB & Tribal Amsterdam	CD, Art Director
Jasper Diks	DDB & Tribal Amsterdam	CD, Copywriter
Jozé Rikken	DDB & Tribal Amsterdam	Senior Producer
Nelly de Wit	DDB & Tribal Amsterdam	Senior Producer
Manfred Bik	DDB & Tribal Amsterdam	Strategy Director
Linda de Graaff	DDB & Tribal Amsterdam	Business Director
Anna van ‘t Heck	100% Halal	Director
Francine van der Lee	100% Halal	Producer
Tim Kerbosch	100% Halal	D.O.P.
Annelien van Wijnbergen	Kapsalon	Off-line edit
Erik van den Heuvel	De Grot	On-line edit
Audentity	Audentity	Sound studio
Maurice van Dijk	Menzis	Brand strategist
Jeroen Hamstra	Menzis	Senior Marketing Communication Advisor

Why is this work relevant for Creative Data?

Menzis is a brand that is communicating a promise on a high level, with a campaign that encourages a healthy lifestyle – instead of only offering their main product (health insurance policies). We therefore need to substantiate this high level brand image in a way that really means something in the lives of people. With this data-driven idea we give people the tools to actually do something about their health. This wouldn’t be possible without data. The data is essential to create the diet and to improve people’s lives.

Background

In the Netherlands over 50 percent of the population has sleeping problems. A lack of sleep automatically triggers other health problems, varying from poor concentration at work to even worse problems like high blood pressure and depression. So, if we can make people aware that they can fight their sleeping problems, we can help prevent a lot of other problems. Our brief was to find a new solution to help people to improve their sleep and make them aware of their sleeping problem. Research has shown that what and when we eat has major impact on our quality of sleep. But over the years people in the Netherlands have started to eat easy and less healthy meals at irregular times. Therefore we developed the sleep data diet. A personal diet based on your sleep cycle data that calculates when and what you should eat to improve your sleep quality.

Describe the idea/data solution

The sleep data diet is a personalised diet based on your sleep cycle data that calculates when and what you should eat to improve your sleep quality. Because what and when we eat has a major impact on our sleep quality. We collaborated with a team of sleep experts, data specialists and dietitians to create a unique data diet to suit all different biorhythms. The sleep cycle data shows on what time people go to bed, fall asleep, lay awake and awaken. Based on this data it tells you when it is your best time to have breakfast, lunch and dinner to improve your sleep. People could choose from various specially created recipes. On the Menzis website everybody could connect their sleep data to instantly get their personal diet.

Describe the data driven strategy

Menzis is a health insurance company and in the Netherlands such companies are restricted by law when it comes to market competition. Their basic product offering (the insurance policy) is predetermined in regulations – it’s not allowed to differentiate. For Menzis we designed a strategy to escape the ‘red ocean’ of companies offering exactly the same services. A long-term campaign that celebrates and supports a healthier lifestyle to create an emotional benefit, and thus to create brand preference. We support that healthy lifestyle by creating very practical tools for consumers (even if they’re not insured at Menzis) to make more healthy life choices. In this case: solving sleeping problems. To create the sleep data diet and improve sleep problems, we asked the help from sleep experts, data specialists and dieticians. The data from people’s sleep cycle was used to create the unique diet. People could upload their data by simply connecting their smartphone or smartwatch. After this they could see their personal diet.

Describe the creative use of data, or how the data enhanced the creative output

To create the sleep data diet and improve sleep problems, we collaborated with sleep experts, data specialists and dieticians. From the sleep data available from phones and smartwatches, you can see when people go to bed, lie awake and wake up. The specialists matched these different times of going to bed and waking up to the best times to eat during the day, to improve your sleep. It shows when it is the best time to have breakfast, lunch and dinner. After the start of the diet people could use their sleep cycle data again to see improvements. The first results were visible after one week. Special recipes were created to match the different eating times of the day. On the Menzis website everybody could connect their phone or smartwatch to instantly get their personal diet.

List the data driven results

The campaign reached all goals that were set. Over 35,000 people tried the personal sleep data diet (objective achieved). With a positive response. Menzis received more than 22,500 new registrations to the Menzis health platform and the film about the Sleep Data Diet was viewed over 3 million times. With the sleep data diet Menzis helped thousands of people to improve their sleep. By simply adjusting what they eat, and when they eat it.