VICKZZZ

Camazzzta

70% of Peruvians have trouble getting a good night’s sleep, but when asked about problems in the bedroom, we usually only think about one type of problem.

So we asked, “what are the best positions in bed?” Those that allow us to sleep deeply.

To launch Vicks’ new sleep-aid product VickZzz, we highlighted some of the best positions in bed. The kinds of positions we only find ourselves in when we are deeply and utterly sound asleep. We created a book of suggested poses to try out in the bedroom - the Cama Zzz ta, a name suggestively similar to the way Kama Sutra is pronounced in Spanish.

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We launched the book with a video, which garnered +800k views and +6k engagements in just a week. To amplify the conversation, we shared some of the poses found in the Cama Zzz ta on social media and asked the public if they had ever tried the poses themselves.

Using on-ground activations, we asked participants to add their own poses to our book. They helped us add more than 500 poses, which we posted on social media. All of this combined made people question their sleeping habits and try the new VickZzz to finally achieve restful sleep. Making it one of the best OTC launches of the year.

Accolades

EFFIE 2017: Bronze - Healthcare - OTC

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Cama Zzz ta