To launch the new Hatch Restore 3, a sleep wellness device that allows users to put their phones away at bedtime, we created a campaign called “Goodnight Phone, Hello Sleep” that directly challenged phones and streaming TV.
Press:
WSJ
Challenger OOH
We only had two billboard placements, but we wanted to make a lot of noise with them. So we approached it from a challenger mindset and searched for locations next to a phone or streaming TV ad. Within 24 hours of posting a video of the NYC billboard on TikTok, it organically hit 3 million views (and is up to 9 million now), proving out our theory that the right kind of traditional media buy could go viral on social.
We teamed up with Sing Sing Studio to create a series of beautiful and whimsical launch spots.