PRINT, OOH, AMBIENT, DIRECT MAIL, IN-STORE PROMOTION
ZzzQuil is an effective, over-the-counter sleep aid that helps you fall asleep and stay asleep — even when your noisy, not-so-sleep-conducive environment conspires against you.
Tagline: Put Sound To Sleep.
It's often said that when you live near the train, "eventually you just get used to it."
We decided to challenge that notion.
Installations in noisy, downtown areas showcase the ability of ZzzQuil to insulate you from sounds that could interrupt your sleep.
As a gesture of good will — and good sleep — from ZzzQuil, a direct mail piece will be deployed to zip codes of specific neighborhoods experiencing disruption, due to a recent airport runway expansion.
IN-STORE PROMOTION: Motion-sensing Audio Display
An in-store promotion employs speakers and motion-sensing technology to demonstrate the product benefit.
As customers approach, audio of traffic, construction noise, and other disruptive sounds begin to play from speakers built into the display, on either side of the product. When a customer is detected standing directly in front of the ZzzQuil display, audio is silenced. As customer is detected leaving the display area, audio resumes.