Eve Sleep

Challenging the way a direct-to-consumer brand approach OOH and how it’s supported digitally

The Brief

Change the way Eve Sleep approach OOH media while promoting a new brand collaboration with artist Supermundane.

The Response

It started with a truth about how the audience they wanted to attract, with an entry level product did not consume OOH in the same manner as the consumer that had gone before them, and soon evolved into a big cultural insight about how the younger millennial audience consume OOH in general.

We took to London’s East End to create the fully integrated, multi-channel campaign with outdoor engagement at its core. The billboard located on Shoreditch High Street, next to the Ace Hotel, played host to the immersive campaign for four days in the lead up to Valentine’s Day to showcase the Eve Sleep x Supermundane story.

Perched on a rooftop across the road at a prime vantage point, we set up a live feed of the screen that would stream across the eve website for the duration of the campaign, in order to encourage global interaction and engagement, specifically across the brands key European markets. Additionally, the cheeky Valentine’s copy was translated seven European markets to truly leverage the potential reach and shareability of the campaign.

The Outcome

The campaign resulted in over 5,000 entries to the dedicated microsite, 500,000 billboard hits and a 260% increase in sales over the four-days that the campaign ran. The campaign drastically increased brand sentiment and engagement across social, with a reach of 2.1 million, with coverage on Campaign, TrendHunter & We Are Social Media.