REQUEST

How can we convince people who struggle to get out of bed in the morning that the Philips Wake-Up light is the perfect addition to their morning routine?

RESPONSE

We created the online ‘Make me a morning person’ wake-up challenge. targeting Facebook users who struggle to wake up in the morning. Equipping them with the Philips Wake-up Light, we assessed the impact on their mornings. Participants tracked their journey through the specialized iPhone 'Wake-app,' featuring mini-games to evaluate alertness, mood, and ease of getting out of bed.

RESULT

More than 54,000 people engaged with the Facebook app, dedicating an average of nearly four minutes to the experience. Throughout the experiment, participants exhibited an impressive uptick of almost 40% in reporting 'feeling OK or better' when waking up with the Philips Wake-up Light. This positive impact on morning mood extended to all morning types, with the 'Grump' category showing the most significant improvement at a remarkable 85%!

RESPONSIBILITY

• Art director/Designer

• Concept

• Team management

• Script writing