Philips Wake Up Light
This integrated marketing campaign was produced for the Philips Wake-up light. The idea was to convert the worst non-morning people into morning people in 21 days. It highlighted the three key benefits of the product – how it improves people’s mood, alertness and ease of getting out of bed by simulating the rising of the sun. The campaign was a collaboration between IRIS, Tribal DDB Amsterdam, One Voice and Carat.
The ‘Make me a morning person’ campaign kicked off in mid-September starting with a recruitment drive to search for the world’s worst grumps, snoozers and zombies. Consumers could nominate themselves, their friends and family, or even a colleague, on Facebook to take part in the challenge.
Taking a quiz on Facebook allowed the user to find out which of the seven morning types they were – The Grump, The Grunter, The Snoozer, The Zombie, The Corpse, The Early Bird or The Chirpy. Hundreds of entrants were then selected to receive a Philips Wake-up Light and take part in the 21 day challenge.