#SwitchOff for eve Sleep

An integrated campaign transforming a D2C brand into a wellness brand.

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For their latest advertising campaign, we helped eve sleep bring back to life the highly recognisable ‘Test Card F’ that used to appear at the end of programming each night, in a bid to encourage the nation to switch off their mind and bodies and start winding down for bed.

The original ‘Test Card F’ was first aired on BBC2 on 2 July 1967 and made its last appearance on 4th October 1997, when programming moved to 24hrs. 

The eve sleep test card airs on Channel 4 just before 11pm when most viewers are thinking about turning in for the night. It features a young girl taking the centre spot, highlighting some of the key sleep challenges facing people when it comes to switching off from your day. Surrounded by the familiar ‘test card’ colour bar, she will be accompanied by her very own eve sloth toy in the place of the original ‘clown rag doll’.

With a recent survey commissioned by eve sleep revealing that for one in four Brits, quality of sleep is worse than ever, as they are kept up by worries and the change in their life and work routine, switching off before bed is getting harder and harder. This is only exacerbated by the ‘always on’ stream of tempting content we now face across our multiple connected devices. 

Running every Sunday night until 25th April 2021, the test card adverts will transition over the weeks depicting a mini sleep series on our screens. They will address the impact of blue light on disturbing our REM, the soothing tones of white noise for nodding off, a reminder of the importance of comfort and support for our aching bodies, and introduce natural sounds that can allow us to unwind. The ‘rest’ will then be up to viewers. 

As well as broadcast TV, the eve test card will be expanded across Channel 4’s streaming service All 4, along with the broadcaster’s social channels, encouraging users to give late-night scrolling a miss for the night. 

Outdoor advertising is also being used by the sleep wellness brand, who will be powering down and sending digital billboards across the country into ‘sleep-mode’ in 18 key city-centre locations every Sunday night between 10pm & 11pm from now to April. 

And Eve sleep will be tackling bedtime casual gaming, by popping up on the screens of popular gaming apps including Candy Crush, Pet Rescue and Farm Heroes with a gentle reminder that it’s time to hit the hay. 

Making sure the brand is truly supporting their customers when it comes to switching off, the evesleep.co.uk homepage will also be winding down for the night, encouraging visitors to swap their screens for sleep each Sunday. 

Creature

Creature is a gloriously independent agency, making game-changing advertising that real people can’t help but care about.