TBWA Singapore launches the world’s first pillow waking traders when the market swings

Bybit, one of the fastest growing cryptocurrency exchanges, has launched a new limited- edition product, ‘Moon Pillow’ designed to help solve a widespread problem among crypto traders – the market never sleeps, so neither do they.

Due to the decentralized nature of cryptocurrencies, the markets are not managed by any authority in any specific time zone – they remain open to traders all over the world, 24 hours a day, 365 days a year. Because of this, crypto traders rarely sleep. According to The Sleep Judge, traders are kept awake at night due to stresses about market crashes; learning more about investments; worrying about the disappearances of cryptocurrency and missing the next big thing.

Sleep Judge also confirmed people who did not invest in cryptocurrency appeared to enjoy a better sleep, than those who do, with almost 70% of non-investors reported to enjoy good to excellent sleep quality versus around 63% of those who did invest in cryptocurrency.

Asheen Naidu, Executive Creative Director, TBWA\Singapore, said: “We wanted to change these data points and create a solution to the problem of sleep deprivation among traders. Moon Pillow is the answer. Users can program their pillow to provide vibration alerts when their selected cryptocurrencies experience price swings larger than five percent.”

“To become attractive to the audience, we delved deep into crypto cohort culture to find unique ways to drive excitement for the campaign – from different activation touchpoints, through to the distinct language and meme aesthetics commonly seen on online message boards. It is an exciting product which intends to provide traders with an excellent quality of sleep, and a sound mind that can help them take their investments to the moon!”

Embedding itself into the meme culture associated with crypto enthusiasts, the campaign comes complete with a meme-ified rap video to drive excitement for the drop. The music video was created with the help of Heckler Singapore.

For the launch, Bybit gave away Moon Pillows as prizes to customers during their 2022 World Series of Trading event.

VIEW THE FILM

Credits:
Client: Bybit
Creative Agency: TBWA\Group Singapore
Executive Creative Director: Andy Grant
Creative Director: Asheen Naidu
Art Director: Jaron Ngoh, Anirudh Singh Chohan
Copywriter: Gwendelyn Gomez, Oliver Kunze
Brand Director: Ash Chaudhry
Account Manager: Irish Florentino
Executive Producer: Sariyanti Sannie
Agency Producers: Deena Shareena, Una Yoon
Production: Heckler Singapore
Director: Cody Amos
Executive Producer: Charu Menon
3D Motion Designers: Woon Yen Cheng, Dan Braga, Shazni Muhammad, Danielle Melianti
Audio: Song Zu Singapore