-What happens when your bedtime partner snores? You become a victim. In this fresh- approach commercial running in cinema, the reality goes beyond the screen to get over the imagination. And to turn into iper-reality. Thanks to the potential of interactivity, adv gets closer to the audience and makes it the protagonist of the message, while the sample becomes the tool to take part in the story.-Sampling activity before the nightshow is a complementary part of this event. Together with the cinema commercial worked to maximise the communication message.

Cinema overnight have been selected because its very close to the moment when the product becomes the protagonist (the night sleep).

-During the event, immediate results were entertainment, spontaneous participation, real life product experience and memorability by the audience. After that, this event has developed its own viral form: it affected reviews, articles and comments on blogs and adv websites and registered over 30,000 views on youtube, thanx to the WOM effect. -WOM and visibility on the web is the most valuable proof that communication achieved the goal.-Increasing Brand Awareness in tracking studies achieving 8,2 % TOM and 28% total awareness.