Choojai & Friends Thailand promotes the benefits of herbal drink ‘Night Night’ in a repetitive manner
Choojai & Friends Thailand has launched a campaign called “Watch to Sleep Movies” for Night Night, a herbal drink that helps people fall asleep.
To demonstrate the benefits of Night Night they created a brand-new practical solution that helps people get to sleep and experience how to fall asleep by themselves.
By combining ASMR technology with all-time Thailand favorite movies, “Mae Nak” and “Bad Genius,” they remade them into weird versions – “Watch to sleep version.” Each movie’s iconic scenes were re-shot and imitated both visually and sound wise, but with a twist to create movies that actually help people get to sleep. For visuals, they made every scene of the film a repetitive loop and the sound helps relax the brain.
Watching halfway through or even near the beginning, they’ll get sleepy. And for those who might not sleep, with the duration as long as the original film.
In terms of media, nobody would watch till the end. So Choojai & Friends challenged consumer’s digital behavior of preferring everything short by designing movies that drive curiosity.
People can’t help but constantly skip to see how these films are going to end where they finally get the message “If you’re watching this sleepy movie this far but still don’t sleep, better use Night Night.”
After the campaign launched the product was out of stock in 3 days and sales rose to 400,000 bottles in just a week.