Night Night - Watch to Sleep ASMR Movie Experience | Clapboard

The Watch to Sleep Movies

Description

In November 2019, Night Night, a herbal drink designed to help people fall asleep, launched its debut campaign in Thailand through the innovative work of ad agency Choojai & Friends. Faced with the challenge of conveying the immediate benefits of the product on first use, the campaign took a unique approach beyond traditional advertising by offering a practical, experiential solution that allows consumers to feel the sleep-inducing effects firsthand. By creatively integrating ASMR technology with beloved Thai cinematic classics—"Mae Nak" and "Bad Genius"—the campaign transformed these iconic films into what was coined the "Watch to Sleep Version." Each movie was re-shot to mimic key scenes visually and sonically, incorporating the soothing, repetitive visuals and relaxing brain-calming sounds characteristic of ASMR to encourage viewers to drift off to sleep naturally. This approach not only demonstrated the product's core benefit but also engaged audiences in a curious and immersive manner, distinguishing Night Night as a brand that genuinely understands and supports the consumer’s need for restful sleep. With two media assets showcasing this inventive fusion of film and sensory experience, Night Night effectively positioned itself within the non-alcoholic drinks market by turning passive advertising into an active sleep aid, reinforcing the product promise through direct user experience. This bold, sensory-driven communication strategy highlighted the product's unique value proposition and successfully captured attention through both creativity and functionality.

Credits

Client

Night Night

Agency

Choojai & Friends

Creative Director

Komsan Wattanavanitchakorn

Copywriter

Nonthapat Cholavit

Art Director

Nutthaporn Teppitak

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