Sleep Country Canada / Dormez-vous
When Sleep Country woke up to see DMs from a key competitor, we couldn’t help but reply.
For over 30 years, Sleep Country has been committed to awakening Canadians to the power of sleep. Better health, brighter moods: all of that is possible when we wake up feeling rested and ready to take on the day.
As the country’s leading sleep brand, Sleep Country plays a vital role in elevating the national conversation around getting better rest. As that conversation grows, more brands are catching on to just how significant a role our beds play in our lives.
So, when a certain Swede messaged Canadians in the middle of the night, we knew we needed to respond. Yes, those DMs were a great way to connect with an audience that should have been asleep but weren’t, but they were also another late night distraction getting in the way of going to bed.
We responded in the only way we could: by confirming that we’d missed their message because we were busy sleeping, reinforcing sleep as the best way to block late night DMs. It was a direct response to a competitor, but also held up on its own for anyone that saw it in isolation. After all, who among us hasn’t been distracted by our phones when we should be snoozing?
“We love these opportunities to be playful. To be more agile. To always be part of the conversation. They’re such an important way to raise awareness for Sleep Country and to cement the brand as leaders, especially with audiences who may be less familiar with them.”
– Vini Dalvi, Chief Creative Officer
The response ran on social, as well as digital billboards strategically placed next to IKEA stores in Toronto and Montreal.