It’s hard to sleep with a cold. We’ve all been there: looking at the clock, turning over all night long; And finally realizing that several hours have passed inexplicably.

But how to show this whole experience of spending a night with a cold using a print ad?

For the first time, the experience of spending a night with a cold was recreated using a print ad.

We used the media to make consumers experience how the hours can slip away when they try to sleep with a cold: first, you look at the clock. And when you turn over, the hours passed.

Just like when we’re in bed with a cold.

We originally developed this concept for TV, social and iMedia, but quickly realized how impactful the same insight could be in print. As a result, these print ads have already been deployed in magazines across Germany, as of April 2017, soon to be rolled out elsewhere.

We were able to quantitatively test the original animatics for TV (which the print ads were based on) in our launch market, Germany. The results were consistently above-average, mostly due to the ad’s ability to successfully communicate a good night’s sleep and product efficacy, along with strong persuasion. In-market/business results are still TBD, as this was just recently deployed.