The brand and the campaign needed a face, which not only delivered the message but stood out starkly. So we created one. A sheep; who's a sleep crusader and a patron of the brand. Afterall, people count sheep to fall asleep. Wouldn't it be awesome if the recommendations came from him? Go ahead, meet him. He's BaaBaa, the White Sheep. And he's a lot of fun.
There's a certain mysticism about sleep. Everyone knows sleep is important, but no one knows what to do about it. On the other hand, the legacy players in the mattress space focussed on just price and "hotel like" comfort, when actually there's a lot more to it. Especially, when we spend about one third of our lives on the mattress. We wanted to give people a reality check when it came to sleep. We wanted them to bring back sleep into their daily consciousness and conversations. The campaign attempts to do that, albeit in a cheery way, through the character of BaaBaa. A first of many in establishing Wakefit as a Sleep Solutions company.
Instead of generic calls to action, these films direct you to a landing page, which gives more teeth to the campaign. We turn engagement into a glimpse of our world and a peek into how we do things. Like any character development, the page reveals the nuances and shades of the brand's personality. After the interactive introduction, the Wakefit world further permeates into our digital communication which keeps the engagement alive.