When 3 Dots Design was briefed about the products, the entire team was truly excited to work on a completely new category. We were given a freehand to go berserk on ideas and we did deliver our best. After the briefing session, when we said ‘let’s sleep over it’, that itself became the positioning.
'Sleep Over It' became an instant hit as it was the most extendable idea and it fit in almost every content peg seamlessly. Whatever was the question related to sleep, our answer was ready and so were the products. The campaigns touched base with all the topical content pegs – product, benefits, advantages, functionalities, aesthetics… It worked wonders and the numbers prove it.