Ogilvy Argentina campaign uses artificial intelligence to turn snoring into discounts on mattresses by bedding brand, Calm es Simple. The more intense and unbearable the snoring, the greater the discount. The non-snorer in the relationship just has to send their partners’ snores to Calm’s bot on WhatsApp and interact with it. The humorous campaign idea offers to strengthen relationships and promote better sleep.
Keka Morelle, CCO of Ogilvy Latina, explained, “The Sound of Divorce is an idea that combines creativity, artificial intelligence, humour and a very powerful insight that everyone, anywhere in the world, can identify with. In this way, we managed to generate a relevant conversation for the brand and strengthen its connection with consumers.”
Malu Donaire, CCO of Ogilvy Latina South, added, “We started from the fact that more than 40% of people snore and this affects couples’ relationships. We thought of the best way to solve this situation: we trained an AI agent to analyse the snores that people needed to send and transform them into discounts to help couples buy a new mattress.”
To increase the impact, the campaign reached social media with the participation of Ximena Capristo and Gustavo Conti, an popular couple in Argentine entertainment. After raising rumours of a possible divorce, the internet exploded. Later, the couple revealed the truth behind the post – recording their snoring and getting discounts.
“We are very happy with the impact of the campaign. We received hundreds of audio messages with snoring and stories from couples. It was a pleasure to work with the Ogilvy team to create an AI that allowed us to address such a recurrent topic among our customers and also offer a benefit through creativity, fun and improved sleep – which is our main purpose as a brand,” stated Malena Martín, chief marketing officer at Calm es Simple.
“With this innovative strategy and taking advantage of the growing global trend of ‘sleep divorce,’ we helped position Calm es Simple as the ideal ally to help couples improve their rest and strengthen their relationships. The impact of this action shows how the combination of creativity, artificial intelligence and strategic partnerships can transform an everyday problem into a solution with a positive impact on the public,” added Florencio Colombo, chief growth officer of Ogilvy Argentina.
Credits:
Client: Calm es Simple
Chief Marketing Officer: Malena Martin
Brand Manager: Mia Siccardi
Content Managers: Josefina Romanelli & Sabrina Erlich
Social: Estefanía Sosa
Creative: Marina Poyo
Creative Agency: Ogilvy Argentina
Chief Executive Officer: Constanza Archain
Chief Creative Officers: Keka Morelle & Maria Lujan Donaire
Chief Growth Officer: Florencio Colombo
Creative Directors: Roberto Patxot & Stefany Gutierrez
Art Directors: Sol Pushidjian, Kenzo Salvatore & Jazmín López Camelo
Editors: Vincenzo Mazzei & Sofia Madjarian
Digital Director: Federico Arballo
Account Director: Mercedes Castellani
Coordinator: Lola Manzur
Communications Director: Marina Piacentini
Production Director: Gaston Sueiro
Agency Producer: Juan Sulzberger
Planning Director: Javiera Romero
Planner: Salome De La Fuente
Strategist: Florencia Zino
Media: Medialab
Production: Calm es Simple
Graphic Designers: Maximiliano Destefano & Lucila Babis
Production: Waldenstudio.Co
Director: Guido Cassini
Director of Photography: Camila Graiño
Art Director: Teresa Morcillo
Executive Producer: Matias Pisani
Producer: Cristian Izzi
Chief Executive Officers: Matias Pisani & Guido Cassini
Post Production: Waldenstudio.Co
Editor: Guido Cassini
Colour Grading: Marian Webb
Music & Sound: Oiga Musica
