Execution

An estimated half a million homeless people sleep on the streets in every metro city of Pakistan. Most of them are out of town laborers who work hard during the day performing intense physical labor and have nowhere to sleep during the night. Nowhere but the hard pavements. Moltyfoam, Pakistan’s largest manufacturers of mattresses, decided to help. With our promise of a good night’s sleep, we provided a solution to people sleeping outdoors. By using outdoor. We designed the world’s first BillBed – a billboard that converts into a bed at night. We put up 150 BillBeds across 9 cities with a budget of less than $20000.

The Brief

It's rare when a creative execution actually physically touches an audience. When it demonstrates directly how effective it is. We connected one on one with the people we wanted to reach firstly. It was as direct as possible.

Creative Execution

The creative execution itself was the product. Rather than just spend money on static billboards, we decided to turn them into functional devices that would actually help people get a good night's sleep. We designed the world's first BillBed. By day the BillBeds advertised the brand, and by night - with a simple flick - they transformed into comfortable beds. The weatherproof BillBeds were placed in more than 150 locations in 9 major cities in Pakistan, all for under $20,000. We carefully selected places that we knew would benefit homeless laborers the most. A short documentary was created and placed on social media. The campaign has been running for more than 8 months now, and we continue to add 15 BillBeds per month in new locations.

Describe the creative solution to the brief/objective.

Moltyfoam had suffered a decline in brand love, and we needed to prove to everybody that our goal is to provide a good night's sleep to everyone - regardless of background or age. The person we wanted to truly affect with our product, however, was the homeless laborer who slept on pavements.

Results

The campaign instantly went viral on social media attracting the attention of politicians and celebrities alike who took notice of the situation, raising awareness of the plight of these laborers. Even though our goal was strictly CSR, the campaign renewed people’s love for the brand and ended up raising sales by 2%, a significant increase for a 'life event' product. In a recent survey, the love for the brand had increased by 68%, while purchase intent rose by 82%. Most importantly though, we provided a good night's sleep to countless homeless laborers, something that they truly appreciated. In interviews we took of the same laborers, a few reported that a better night's sleep on the BillBeds gave them the energy to work more the next day, thereby raising their income.