Night Bites
The Ask Develop a local company’s first IMC that boosts awareness amongst Gen-Z.
The Problem The supplement industry is confusing, and Gen-Z is beginning to build a reliance on melatonin to fall asleep.
Insight Despite melatonin having negative long-term effects, Gen Z continues to choose it when they are looking for quality sleep to fuel their daily routine because they haven’t been educated on the benefits of taking magnesium supplements.
SMP Make Sleep Boring.
Big Idea The Best Sleep is Boring Sleep.
magYESium
magYESium
How does magnesium compare to melatonin? These Instagram carousel posts not only look adorable, but educate followers the pros to magnesium and the cons to melatonin.
THE LOG
THE LOG
See What You Wanna Be
Every time I go to bed, I hope to sleep like a log. No tossing and turning. No waking up in the middle of the night. No more 3 a.m. stories to tell. Just nice, uneventful, boring sleep.
I’ve never been more jealous of a log in my life. Look at it all tucked in to bed at one of the many art installations that are popping up around major cities in the U.S., in front of places where people notoriously fall asleep at. Movie theaters, universities, coffee shops, the DMV is a big one. . .
But Wait, There’s More!
Sure, it looks cool and is not typically there on your walk to work every morning, but what fun would it be if it was just there for show?
If it looks cool, take a photo of it. Oh, but hey, that augmented reality thing that keeps popping up over the installation is going to show up every time you take a photo of it (and that link to the website). We’re inevitable.
BUT HOW WOULD THIS BE AN IMC IF WE DIDN’T TRACK YOUR LOCATION AT LEAST ONCE
Yeah, every time you walk past one of our installations, we will bombard you with notifications (ok, maybe just once a week).
But all were trying to do is let you know that you don’t have to be jealous anymore.
**PUBLIC RELATIONS**
**PUBLIC RELATIONS**
Ope! There’s More LOG
The PR box will in fact be a log, because. . . well, you’ve figured it out.
Oh and Look at All the Goodies!
What is more boring than literally watching paint dry? Maybe the DMV, I’ll give you that, but we can’t put the DMV in the box, it won’t fit, but we can put in a paint by number so that you can watch paint dry
Also, how about we include the most boring puzzle you’ll do. That is until the lights go out and it becomes glow in the dark.
Maybe instead of doing all of that, you just eat a Night Bite that comes in the box and get boring sleep.
MOCK EMAILS
Collaborators
Ainsley Hagness Kai Helgeson Zoey Malmstedt