Bial | Dormidina | Website and Activation
Challenge
To promote the Dormidina website and brand
in a distinctive and disruptive manner.
To create buzz.
Idea
A Lisbon and Oporto city tour next to the main business centres using an actual Dormidina bed.
We installed the bed overnight and from dawn to dusk our Dormidina promoters (dressed in their pyjamas) pretended to be sound asleep, completely unaware of their surroundings. Meanwhile, a second team was distributing some flyers. People’s reaction passing by was registered using a hidden camera.
Website Dormidina
Result
The activation went viral, while having a very strong effect repercussion in different social networks through multiple video and photo sharing. The brand activation’s impact exceeded all expectations as the website visits rate kept on growing and intensive buzz was generated around it.
Related work.
Digital
BNP Paribas | Spot The Ball | Mobile Game
