Pikolin is a brand of mattresses and sleep solutions. The aim of this campaign was to make the brand stand out from the competition. Pikolin is a renowned quality brand, but does not have any technological advantage that could be publicised.We started off with this idea - at Pikolin we may make the best mattresses, but they will be no good if someone stops you from sleeping because they decide to make noise at 3 o’clock in the morning. So we launched a national ‘Awareness Campaign of Acoustic Health’, a campaign against noise aimed at promoting respect for those who want to sleep and enjoy their Pikolin mattress. The goal of the campaign was to generate a social debate on noise, so we designed a PR strategy aimed at generating media coverage. As a symbol of this campaign we carried out an experiment: we soundproofed a building in one of one of the noisiest social bar locales in Madrid. The invitation sent to the media inviting them to attend the presentation of the Pikolin Building was very special: we made a model of the building. This model had a window. When you opened the window you heard all the noise from the street, from a miniature city street inside the box. The campaign appeared in over 70 media publications.

As a symbol of this campaign we carried out an experiment: we soundproofed a building in one of the noisiest social bar locales in Madrid. We made a documentary in which the building’s neighbours explained their problem with noise and we measured the decibels before and after the soundproofing. To invite the media to the campaign presentation and enable them to get to know the Pikolin building, we sent them a very special invitation: we made a model of the building. This model had a window. When you opened the window you heard all the noise from the street.

No brand had ever soundproofed a building before to publicise its message. The Pikolin Building was news in over 70 media publications. A brand of mattresses was responsible for generating a debate in the media on the problem of noise in Spain and on the serious effect this problem has on people’s sleep. This conveyed the idea to people who wanted to buy a mattress that a brand like Pikolin was concerned not only with selling you the mattress but also with ensuring that you could enjoy it without noise.The Pikolin brand became famous in a few days and appeared in all media, at the forefront of the social awareness campaign. With this campaign Pikolin reached a level of brand awareness it had never achieved before. Brand recall increased by 70% and sales by almost 40%. Brand perception improved considerably and Pikolin became the leading mattress brand in spontaneous recall on the Spanish market. The website www.quenadatequiteelsueno.es, which explained the promotion, received almost 200,000 visits.