The client is Piero, argentina’s #1 mattresses brand. The order was created an institutional radio spot about the importance to have a good rest. Just like the classic snooze button on alarm clocks we replayed the spot every 9 minutes.

We choose the RADIO, the only media channel that accompanies night workers in their vehicles.

We created a radio spot that was aired on Argentina’s most popular radio stations during the time slot where most traffic accidents occur.

We had an alarm clock playing on every car stereo, and we replayed the spot every 9 minutes, just like the classic snooze button on alarm clocks.

We got close to those more affected by those accidents, the night drivers, through the only media channel that share with them their long nights and their work day.

We aired on the most listen radio stations of the country and we reached more than 480,000 drivers per night.

The most important result, we made them sleep safely, at home.