A (quite brief) synopsis of the way we approached the client’s brief at Solid Havas, Greece.
Sleep has always been fundamental and respectful in human’s life, from the early start till our last moments.
He was even a God
The city that never sleeps
But from the Industrial Revolution, where workers needed to respond to the machines’ that worked 24/7, to the American Dream where constant overachieving is the synonym of success, sleep was accused of being unnecessary or even worse, an obstacle to happiness. It was considered as a necessary physical function and it’s containment was a sample of ability, capacity and charm.
For years, studies upon studies have shown how bad sleep weakens the immune system, impairs learning and memory, contributes to depression and other mood and mental disorders, as well as obesity, diabetes, cancer and an early death. The federal Centers for Disease Control and Prevention calls sleeplessness a public health concern. [Arianna Huffington, The Sleep Revolution]
BUT the latest years, we rediscover the importance of Real Sleep.
Sleep is no longer belittled or denigrated as a waste of timeA. Huffington
Because of Sleep Deprivation we started be interested more for (more) sleep (Data was included). Since we live longer, hot to live in good health is the issue. Preference to natural solutions, also means interest for natural sleep. That’s why people started to stand off the idea of a “pill” for every need and started looking for more natural proposals.
Proposal: Sleep industry can follow this pattern. Let’s no more talk about our bed and mattresses with a “stock image” way as the place where we laugh, work, live, get in love, throw our pillows each other, etc.
Let’s answer our consumers’ needs with a more current and useful way.
We are their Sleep Coach: With a marketing and communication plan full of 360 content and inspiring solutions.
Media Strom, Your Sleep Coach:
Konstantinos Vatougios, Solid Havas, Greece