Title | BOREDCAST |
Brand | DUNLOPILLO (MALAYSIA) SDN. BHD. |
Product / Service | DUNLOPILLO |
Category | C03. Use of Social Platforms |
Entrant | GEOMETRY 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 |
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 |
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 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 a direct response mechanism, directing them to Dunlopillo stores.
We took our existing technical videos (without producing anything new) and we used Facebook sponsored posts that appeared specifically from 12am to 5am to target those who couldn’t sleep. Each post had a clear call to action to get sleepless to watch the videos. The next morning, we used retargeted Facebook Sponsored post, to target people who watched our videos the night before, to drive them to our stores.
65% of sleepless people targeted watched our videos every night. This created 7% traffic to Dunlopillo stores.
It’s a Social Activation that created interactions with the brand by using existing social content at the right time and place, and drive traffic to our stores.
For 70% of sleepless people, smartphones is the first thing they look at when they wake up. Facebook is also the most used app in the country. Facebook and late at night were the right place and moment to talk to our target. To get their attention, we targeted them with something that would help them find sleep.