SIMBA

The Brief

When we first launched Simba, it was an industry innovator whose comms were driven by the idea of ‘The Science of Sleep’. We used high-tech prototypes, partnerships and content to get the world thinking about sleep through a technology lens, creating real stand out in a sleepy sector. But five years on, Simba was facing stiff competition as other brands began to follow similar creative approaches. In 2019, we had to reassert Simba as the innovative trailblazing brand that it is.

Action

We identified a key insight: most Brits only get six hours of sleep a night. To combat sleep apathy, we created #TryFor8 – a national campaign designed to get Brits to wake-up and take sleep seriously. By drawing comparison with the self-discipline shown by elite athletes, we put together a Pro-Sleep Training team led by England Rugby Union and Saracens player, Maro Itoje, flanked by Dr. Jamie Roberts, along with health expert, Peta Bee. We developed an eight-week sleep training journey app, full of motivating videos and biometric technology that promised to get Brits sleeping better. Maro Itoje was photographed by prodigious photographer David Uzochukwu, which united visual storytelling across platforms including out-of-home advertising.

Impact

The Sunday Telegraph kick-started our campaign with our hero image of Maro Itoje on the front page of the business section. The research on the nation’s sleep deprivation was picked up by The Sun, The Mirror and more, lending credibility to the campaign and reinforcing SIMBA’s sleep tech credentials. Glowing long-form reviews of the SIMBA Sleep App ran in the Evening Standard, Stuff and Forbes. Most importantly, the campaign shifted the consideration dial for consumers – with a steep two-point increase in unpromoted awareness directly attributed to earned media.