Ad Nut
May 11, 2016

Can’t sleep? Watch Dunlopillo’s boring technical videos

From Malaysia: ‘Boredcast’ for Dunlopillo by Geometry Global

Can’t sleep? Watch Dunlopillo’s boring technical videos

Ad Nut admits to having some sleepless nights on occasion, but listening to the rustle of leaves and crickets always does the trick.

But it seems like humans need more than that to get snoozing, and mattress brand Dunlopillo, in partnership with Geometry Global Malaysia, wants to help.

The company has repurposed its most detailed, technical product videos to create a series of sleep aids.

The ‘BoredCast’ series was created in response to the 81 percent of Malaysians who claim they do not get enough sleep at night. For the curious, the study in question is Philips Index for Health and Well-being: A Global Perspective (2010).

The brand seems well armed for this fight, boasting a database of product videos explaining everything from latex technology to spinal health to mattress firmness. Definitely dull stuff.

These videos were posted on Facebook between 11 pm and 5 am, peak times for insomniacs looking to distract themselves on social media. According to the agency, views went from 400 to over 325,000 in under two weeks, hitting 65 percent of the targeted audience of sleepless people.

As you might expect, the campaign is also looking to help troubled sleepers who could benefit from a new bed. Those who watched the videos would see a follow-up post the next morning with information on the Dunlopillo range and how a better bed can improve their quality of sleep.

Ad Nut thinks this is a rather ingenious campaign, for rare is a company that admits its own product videos are the stuff naps are made of.

But the so-called sleep aids might not lull all insomniacs off to dream world. There’s actually a sizeable market of people who are really into this kind of stuff. After all, the Science Channel has a dedicated section called “How it’s made”.

To quote one Facebook commentator: “That was very interesting… And now I can't sleep. Thanks.”

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