People don't like losing an hour's worth of sleep to Daylight Saving. Springing forward, however, was an opportunity for melatonin supplement company Natrol to promote its product as a way to catch up on sleep.
To do so, the company, with the help of Los Angeles agency Phelps, took over the digital front page of the New York Times, marking themselves as owning Daylight Saving and a sound sleep solution.
The company had a countdown clock showing when they would lose the hour of sleep, then used banners and online ads to rotate statements about how Natrol Melatonin can help them get their hour back.
Natrol marketing director Thomas Hart saw an opportunity in the time change, because the shift upsets the body’s melatonin production. To have Natrol Melatonin own the equinox, Phelps came up with a mini campaign that kicked off on The Times site and will go across the internet for a month.
"Daylight saving is one of the times when everyone is suddenly aware of their sleep," said Thomas Hart, marketing director at Natrol. "We have an opportunity to call attention to the impact that a lost hour of sleep makes on our quality of life, and do it with millions of high-performing people at once. There's no greater lead in to the value of melatonin."
For being the first company to take over the Times front page for the Equinox, our readers voted the campaign the US Creative Work of the Week. To see the campaign, click on the Creative Works box below.
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