Health and wellness brand Adrien Gagnon (楓之寶) has launched a new creative and PR campaign to inspire Hongkongers to rethink their sleeping habits.
It comes as Hong Kong is a fast-paced city where stress is a constant companion, the need for restorative sleep has never been more critical, according to the release.
Recognising the immense pressure that Hongkongers face from various aspects of life such as work, family responsibilities, and health concerns, the campaign seeks to address the widespread issue of sleep deprivation by highlighting the belief that a good night’s sleep can significantly boost daytime energy levels, ultimately enhancing overall productivity and well-being.
Done in collaboration with creative agency RollRollRoll and PR agency RSVP Communications, the two-month-long campaign targets all Hongkongers.
To emphasise the importance of sleeping quality and spark conversation, Adrien Gagnon has rolled out out-of-home (OOH) advertisements that feature catchy taglines such as “Why do you always fall asleep so easily on moving buses?” (點解車震先至好瞓) and “Not asking for overtime pay, just hoping for some extra sleep.” (唔求OT有補水 只求有得補眠).
These ads are strategically placed on bus seat back stickers and at MTR stations to provoke reflections on why many Hongkongers find themselves dozing off during their commutes, this campaign highlights their pressing need for better sleep.
Moreover, Adrien Gagnon has partnered with different KOLs, local media, and micro consumers to create unique storytelling and share their personal experiences with the brand’s new herbal care range, aiming to resonate with the sleep challenges faced by many Hongkongers.
For instance, Adrien Gagnon has teamed up with the World Serious Organisation (世界認真組織) to create a video featuring two members measuring the size of Hongkongers’ dark circles. This collaboration aims to raise awareness about the importance of quality sleep and its impact on overall wellbeing.
To enhance audience engagement, Adrien Gagnon has invited several micro consumers to track their sleep quality using the “sleep function” on smartwatches, aiming to share their real user experiences and improvements in sleep habits and duration after using its new herbal care range.
Ellen Lau, product manager, Adrien Gagnon, said: “In the fast-paced environment of Hong Kong, stress is a prevalent challenge that impacts many people’s sleep quality. Our campaign aims to connect with consumers through compelling copy and creativity. By leveraging AI-generated visuals and innovative copywriting, we ensure impactful delivery. Last but not least, we proudly offer clinically proven sleep aid solutions to help individuals achieve restful nights.”
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