Our main target audience were people who have sleeping disorders and symptoms of insomnia, which account for almost 40% of Brazilians and 80% of citizens from São Paulo.

The project was also a form of strengthen Medley's relationship with healthcare professionals, bringing new patients for doctors specialized in sleep disorders.

Medley’s drug for insomnia (Stilnox) is regulated in Brazil by agencies like ANVISA. It makes part of a category called “black stripe” and any type of communication for them is prohibited. So we created a non-regulated insomnia awareness campaign, focusing on lead people to healthcare professionals and doctors.

The idea was to use a place where people normally go exclusively to sleep to teach them how to sleep better. A place where we could actually make people live what we wanted to say. A hotel.

O HOTEL DO SONO (THE SEEP HOTEL). The first hotel in the world that teaches you how to sleep better.

A hotel where every single detail, like furniture, lighting, food, colors, activities and events were designed to teach people better habits so they can apply them on their routine.

We used the structure of one of the most charming and well-known hostels in Brazil, located in a calm street of Vila Marina neighborhood to create The Sleep Hotel, modifying furniture, lighting, colors and even the facade.

Inside The Sleep Hotel, every detail was developed in partnership with the Brazilian Sleep Association, counting with the scientific curatorship of specialist physicians, based on the foundations of Cognitive Behavioral Therapy for Insomnia. So everything there had the purpose to transform people’s habits and create better nights of sleep.

The hotel was open for 2 weeks and people could also book quick experiences there, like breathing workshops, culinary classes and a guided tour.

The reservations were made via website (not available aynmore), which also stayed live for months as a content hub about insomnia.

In just 3 days, all the rooms and activities were booked and The Sleep Hotel was all over the media, in some of the biggest Brazilian newspapers and TV networks, generating more than R$10million in earned media.

We had more than 200k visitors on our website in just 2 weeks and millions of people were impacted through the influencers’ social media. Online searches for “insomnia” increased 92% in Brazil.

More important, thousands of people started looking for professional help, talking with their physicians about sleep disorders, creating even stronger relationship between the professional class and Medley.

The project transformed information about insomnia and how to adopt new habits to sleep better into a real sleep experience. We created a real hotel, with real guests and activities to improve their sleep, so people weren’t just told what to do, but actually lived it and learned how to apply it on their daily habits.

Since insomnia affects so many different people and regions of the country, we had to reach as many Brazilians as possible. So the strategy was to use the hotel not just as an experience but also as a hub to generate interesting content online.

That’s why the guests included journalists, digital influencers and celebrities. They helped spread their experiences and teach people, creating a different and more engaging form of awareness.

In Brazil, 4 out of 10 people suffer some symptom of insomnia. Complaints about lack of sleep are tweeted every 15 seconds. Despite this, only 13% of Brazilians seek professional aid.

The brief was to teach people how better daily habits can help them sleep better at night and also to lead them to seek professional help.

But the truth is: people are fed up with the same passive approach of most health campaigns, so more than raise awareness about the problem, we had to promote real and practical changes.