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In today’s always-on world, poor sleep has become a national epidemic, particularly among younger audiences who scroll late into the night. Swisse, Australia’s #1 sleep supplement brand, needed to cut through this noise and connect with consumers right when they’re making the worst sleep choices: doom scrolling in bed.
We created a campaign platform in Go The Swisse To Sleep – a playful, provocative rallying cry to jolt doom scrollers out of their late-night trance and inspire healthier sleep habits. By turning the scroll itself into the solution, the campaign used bait-and-switch content to deliver unexpected interventions right when bad sleep behaviour was happening.
Swisse didn’t just launch a sleep campaign, they started a bedtime rebellion. With “Go The Swisse To Sleep,” they took aim at the nation’s worst habit (scrolling into oblivion) and hit snooze on the nonsense. The creative roll-out was full of personality, humour, and perfectly timed interruptions that caught night owls red-handed; thumbs deep in social media at 12:47am.
But it didn’t stop there. Every touchpoint was designed to meet the shopper exactly where they were mentally, emotionally, and physically. From cheeky OOH and radio spots, to scroll-stopping social and clever digital placements, the campaign nudged people along their sleep-deprived journey all the way to the shelf. Every element, from PR to in-store, worked together to convert curiosity into action.
