The Challenge:
To help Boots close the 'Gender Sleep Gap' and help working women sleep better.
The Solution:
I wanted to start a discussion on the Gender Sleep Gap by instilling the importance of quality sleep for women. Also, through the campaign, I hope to further reduce/close the Gender Sleep Gap.
Boots Guerilla Marketing PR Stunt to get people talking
Expansion of the PR Stunt
Boots would then issue an apology on Social Media to the women of the UK.
The Apology - on Facebook
The apology - On Instagram
In-Store Boots (zzz) dedicated sleep section with products that help with better sleep.
Sleep tracking calendar within the Boots Advantage Card app
Lucky Draw PR - A weekend getaway with Boots
Hopefully, the campaign would catch the eye of the media and generate online buzz.
Creative Team: Ria Shah & Fern Curley