Sleep technology company ResMed have teamed up with the Motio Café media network to reach and engage coffee (and sleep) lovers in CBD’s and urban locations to create a digital and physical campaign for World Sleep Day.
This campaign includes content as well as traditional advertising by combining a ‘Statsroom’ sleep dashboard on digital displays in café’s alongside free coffee in custom designed cups.
ResMed 'Statsroom' branded content will be republished findings from ResMed’s 2024 ANZ Global Sleep Survey into bite-sized content that will run natively on Motio’s comprehensive Health and Café content platform.
On top of Motio Café activity, ResMed, through Sanctuary Media, have also activated Motio’s Health network of ultra-large medical practice waiting room environments – encouraging audiences to ask their doctor about their sleep struggles.
ResMed’s senior media and creative manager, Charlotte Swindell, said the partnership was a unique opportunity to engage with people at work in CBD’s and urban areas around the country.
“Often we can think a little dose of caffeine first thing in the morning or as we feel the afternoon slump is what we need to keep us fresh and engaged and we’re hoping this activation and wider campaign encourages audiences to think about the potentially deeper problems at hand when it comes to their sleep health," she said.
"Through Motio Café, we had a poignant opportunity to connect with the people whilst they are in work mode, who may be experiencing sleep-related challenges or know someone who is.”
Motio CEO, Adam Cadwallader, said with audiences back to near pre-covid levels across the majority of Motio’s network, this has been a brilliant way to wake up the cities with great coffee.
"The team have loved working on this very elegant multi-format execution with ResMed, a long-term partner for Motio," he said.
“ResMed has treated the Motio network much more as a digital and physical marketing environment using out of home as a vehicle. This has taken the conversation from a standard share-of-voice to ownership of the dwell by using various types of media executions,” added Swindell.
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