Therefore, we have launched a national-level CAMPAIGN OF AWARENESS ABOUT ACOUSTIC HEALTH. A campaign against noise, with the goal of promoting respect for those who want to sleep and enjoy their Pikolin mattress. As a symbol of this campaign, we did an experiment: We soundproofed a building in the noisiest nightlife area in Madrid. We did a documentary in which the residents of the building explained their problems with noise and we measured the decibels before and after the soundproofing. We communicated the campaign on huge canvases placed onto the building itself, and at www.quenadatequiteelsueno.es we explained the campaign and the soundproofing experiment.

Pikolin was famous for a few days and had a presence throughout all of the media, leading a social awareness campaign. Through this campaign, Pikolin reached a level of notoriety never achieved before. Its brand recall went up by 70%, and sales increased by nearly 40%. The brand perception improved noticeably, and Pikolin became the leading mattress brand in terms of spontaneous recall in the Spanish market. The website www.quenadatequiteelsueno.es, in which the promotion was explained, got nearly 200,000 hits.