Music is known to be a good antidote for sleep depravation as it releases dopamine in your brain that helps you relax. Good Night wanted to create a community where the sleep deprived could come together and help each other through the feel-good effect of listening to music.
The #goodnightmusic community could be accessed through the ‘Scan & Sleep’ QR code printed on the Good Night drink cans. A simple tweet asked them to add their favourite sleep-inducing songs to the playlist by tweeting them in a link. This not only helped build an entirely new, and relevant playlist for people, but also created the world’s first hashtag curated playlist.
Richard Copping, Executive Creative Director of Saatchi & Saatchi Dubai said:
“Good Night’s purpose is to help people get a good night’s sleep, we found a way to enhance their product’s benefits with the #goodnightmusic hashtag.”
The idea was first introduced in Kuwait, where Good Night is very popular due to a high level of people with sleep disorders associated with their hectic lifestyle. More than 1250 songs were contributed. The campaign was so successful, Good Night are now launching in Europe. It will roll out in Greece and Poland from June and across Germany in August.