The challenge is to engage consumers in using Breathe Right, by informing them on this solution against nasal congestion and urging them at the same time to try it on.

The chosen strategy has been the linking of using Breathe Right nasal strips with the uninterrupted night sleep.

Consequently, breathe easily with the Breathe Right is our key point in this campaign. As far as the sleeping problem is concerned, the solution that we have come up with, is developing a mobile application as a sleep accessory that puts someone to bed on time and regulates his/hers sleeping schedule. It is named in Greek language «Ypnitiri» which stands for, «Sleep Setter», after the combination of two words «Ypnos», which means sleep and «Xypnitiri», which is translated as alarm clock.

The outcome so far, has been thousands happy sleeping hours for hundreds’ of sleepless Greeks in a short period of time.

The “YPNITIRI” mobile sleep setter successfully «tacks us into bed» and creates all appropriate conditions to make it happen.

The first step is for the mobile user to download the «Ypnitiri» application and set the time he/she wishes to sleep as well as the time to wake up. «Ypnitiri» will take care of this sleep arrangement, reminding him/her that bed time is getting close, with the help of smart notifications.

In case bed time has arrived but not the need for sleeping, «Ypnitiri» has smart and entertaining features which will certainly lead to successful sleep, such as:

• sleeping yoga exercises,

• sheep counting game,

• sleeping tips,

• info on zodiac signs,

• relaxing music and

• a fun dream book

Last but not least, an augmented reality feature is offered to take notice on how someone can use Breathe Right nasal strips by following simple steps.

Since BR nasal strips are undisputedly the leader brand in its category, the «Ypnitiri» app aims to enhance the usage of the nasal strips in direct connotation with the pleasant sleep, which certainly leads to amplify consumers ‘perception on the quality of the brand.

This is not just an assumption, since we have already got excellent feedback from the users ‘reviews, making exceptional remarks on the operational usage of the application. They underline that it’s the first time a mobile app does not create a barrier between the user and his/hers sleep.

Of course, the «Ypnitiri» app has hundreds of downloads in Greece only, in a short period of time after its uploading and we are still counting!