Title	GIGS FOR SLEEP
Brand	BEELINE
Product/Service	TELECOMMUNICATION
Category	F01. Integrated Campaign led by Brand Experience & Activation
Entrant	CONTRAPUNTO Moscow, RUSSIA
Idea Creation	CONTRAPUNTO Moscow, RUSSIA

Name	Company	Position
Kristina Denina	Contrapunto	Creative Director
Alina Zaripova	Contrapunto	copywriter
Alexey Pavlov	Contrapunto	Art Director
Egor Kosolapov	Contrapunto	Art Director
Ksenia Sekirinskaya	Contrapunto	Account Director
Vika Kanina	Contrapunto	Client Service Director
Julia Koneva	Beeline	Marketing Director
Elena Aristarhova	Beeline	ICD Senior manager
Oksana Trofimova	Beeline	Head of ICD department

Why is this work relevant for Brand Experience & Activation?

Beeline created a unique relationship with clients giving them the new motivation to sleep healthier by new digital experience. It’s the first time in Russia when telco brand encourages its customers to stop using the phones and go offline.

background

It’s no secret that we’ve become internet junkies. We can’t force ourselves to go offline, even when it’s high time to doze off. One more episode, one more post, one more story… As a result 47% of Russians are suffering from a lack of sleep. As one of the major national telecom provider, Beeline feels responsible for all their sleepyheads. So our main objective was to enhance image of Beeline as the brand that helps users lead more balanced lifestyle and therefore strengthen loyalty.

Describe the creative idea (20% of vote)

We made it our mission to help our clients to sleep better. But how can we drag people away from the internet? By giving them more internet! ...but later, in the morning.

Describe the strategy (20% of vote)

We aimed to target everyone who suffered from the lack of sleeping hours. It meant talking to a mass audience disregarding the age, gender, level of employment etc. They all value the opportunities they can get out of mobile internet, spending hours in their smartphones before going to sleep. Our strategy implied changing their attitude towards sleep and helping them adopt a new healthy habit. To bring it to life we actualized the problem and reminded users how much sleep they needed during the day, along with giving relevant content and tools to help them fall asleep in late hours.

Describe the execution (30% of vote)

We added a new feature to Beeline application. To initiate the experience you should tap the “I’m sleeping” button, put down your phone and go to sleep. In 8 ours Beeline wakes you up with a notification about fresh gigabytes on your account! To strengthen the routine of healthy sleep we invite our users to participate in the sleepy challenge right in the application. Using gigsforsleep 21 day in a row gets you extra data and other goodies for the good sleep. To promote this feature we invite those responsible for our lack of sleep. Lifestilers, Fashionistas, Gamers and Fitness goddesses record ASMR- videos. Famous bloggers swap their genres and begin lulling us to sleep.

List the results (30% of vote)

As a result we get 326 thousand unique participants who spent 5,6 million hours of sleep with Beeline. 27 million audience coverage As well as hundreds of earned media impression and 31 000 fairly earned gigs that our clients can gobble up for breakfast.