The objective: position the new Mirage FX with CPAP for Her in the young women segment, educate about sleep apnoea and increase sales. We encouraged ResMed to address the target group in new ways: a play. The play 'Sleepy in Stockholm' was launched on the largest social media network in Sweden – Spotify.

For once, sharing actually means caring: tell a friend and make a change. Since Spotify provides royalties we also found a solution to fund dissemination of information about Sleep Apnoea for future generations – launching a scholarship for education and information about Sleep Apnoea for young women: The Great Apnoea Scholarship.

Our core mission: Play for Young Women ́s Health!

Sleepy in Stockholm on Spotify – Fuel for Sharing. The play 'Sleepy in Stockholm' was launched in October on the largest social media network in Sweden – Spotify. We are proud to say that this was the first launch of a play ever on Spotify!

Since Spotify provides royalties to the creator based on the number of plays, we also found a solution to fund dissemination of information about Sleep Apnoea for future generations – launching a scholarship for education and information about Sleep Apnoea for young women: The Great Apnoea Scholarship . 100% of the royalties go directly to the scholarship. We addressed a clear and concise call to action: Play for Young Women´s Health!

For once, sharing actually means caring: tell a friend and make a change. This was one of the largest keys for success – it gave the campaign actual, monetary fuel for sharing.

Results and expectations were exceeded already after the first week when we surpassed the estimated number of listeners for the entire campaign. Ultimately we achieved what we and the client wanted: a natural link between ResMed and young women as well as hype around the play “Sleepy in Stockholm” followed by a noticeable increase of sales.

• Increased brand awareness among young women with 770 % (3.85 X target)

• Increased brand awareness among doctors and nurses with 1080 % (5.4 X target)

• Increased sales with 660 % (66 X target)