BOREDCAST

TitleBOREDCAST
ClientDUNLOPILLO (MALAYSIA) SDN. BHD.
Product / ServiceDUNLOPILLO
CategoryB03. Social for Mobile
EntrantGEOMETRY GLOBAL KUALA LUMPUR Kuala Lumpur, MALAYSIA
Idea Creation GEOMETRY GLOBAL KUALA LUMPUR Kuala Lumpur, MALAYSIA
Media MEC Kuala Lumpar, MALAYSIA
Production SIXTYMAC PRODUCTION Petaling Jaya, MALAYSIA

The Campaign

Boredcast are Technical boring videos repurposed as Sleep aid that drove people to our stores. Every night, at late hours, we targeted sleepless people scrolling through Facebook their mobile with our boring technical videos with a clear message : If you cannot sleep, try watching these boring videos. The next morning, those who watched our videos were retargeted with another post in the morning, with the latest promo, directing them to Dunlopillo stores.

Creative Execution

Using Facebook Sponsored posts, we placed our existing videos in front of Sleepless people checking Facebook on Mobile, late at night between 12am and 5am. Each post had a clear call to action to get sleepless to watch the videos. The next morning, we retargeted people who watched our videos the night before, with a different post, to drive them to our stores.

65% of sleepless people targeted Engaged with our videos every night, adding to 350.000 views in two weeks. This campaign drove 7% more traffic to Dunlopillo stores. ZERO Production cost.

For 70% of sleepless people, smartphone is the first thing they look at when they wake up. And they often go on Facebook. So we targeted Sleepless Late Night Facebook Mobile Users with something that would help them sleep : Our soporific technical videos.

Credits

Name Company Position
Daniel Comar Geometry Global APAC Regional Executive Creative Director
Mehdi Lamloum Geometry Global Kuala Lumpur Executive Creative Director
Phoecus Lee Geometry Global Kuala Lumpur Associate Creative Director
Anne Oh Geometry Global Kuala Lumpur Group Account Director
Tio Tit Seng Geometry Global Kuala Lumpur Senior Art Director
Benjamin Koh Geometry Global Kuala Lumpur Copywriter
Lim Kui Onn Geometry Global Kuala Lumpur Art Director
Ng Mun Yee Geometry Global Kuala Lumpur Art Director
Lim Poh Yeng Geometry Global Kuala Lumpur Visualiser
Garfield Low Geometry Global Kuala Lumpur Visualiser
Thian Zen Yee Geometry Global Kuala Lumpur Account Executive
Links
Social Media URL