Breathe Right nasal strips helps reduce or eliminate snoring. However, one of the biggest purchase barriers the product faces is ‘snorer denial’ – many snorers don’t believe they snore.

We wanted to create a mobile tool that could provide the tangible proof these ‘snore deniers’ needed. Then use the mobile data the app created (peoples snores) as the basis for the advertising campaign.

In the first stage, Breathe Right reaches out to hundreds of “victims” of snoring (bedmate of snorer) across Canada through social media and field recruitment. The victim downloads the SleepWise app and puts it out after the snorer falls asleep. Snore samples are recorded and used to create custom radio & digital ads that call out the snore denier for the entire world to see.

Other campaign elements included pre-roll video, out of home, and in-store display.

In the first stage, Breathe Right reaches out to hundreds of “victims” of snoring (bedmate of snorer) across Canada through social media and field recruitment.

The victim downloads the SleepWise app and puts it out after the snorer falls asleep. Snore samples are recorded and then used to create custom radio & digital ads that call out the snore denier on his or her favorite radio station or website for the entire world to see.

Other creative elements of the campaign, including pre-roll video, out of home, and in-store display drove people online to breatheright.ca, where they could then download the SleepWise app and opt in for a free trial of Breathe Right nasal strips. The campaign launched April 12, 2015

For the mass campaign, there was a 30X higher click-thru rate (CTR) than the Canadian average of 0.09% amongst featured snorers who saw their name/snore displayed (for digital ads), performing well beyond the top 1% of all digital ads.

Amongst the general public who saw the digital ads (everyone else other than the snorer featured), there was a 9X higher CTR than the national average.