BRAND ACTIVATIONS & MARKETING

Sleep as the core concept behind a brand activation isn t easy to pull off. For one thing, it s slow: if you re serving pancakes out of the back of a truck, it s a 1-minute turn-around per customer engagement. Naps, though? Could be ten minutes, could be an hour. It s also unpredictable: people do weird stuff in their sleep and they don t like to be woken up. Plus, since most activations happen in high-energy public areas, you re working against the natural rhythm of the environment and the day. Considering all those potential problems, rolling out a nap-based activation is a pretty ballsy endeavor.

That said, done right, it can be very well-received. Examples? Here s five:

No Worries Motel

If anyone oughta be doing nap-based promo, it s AirBnB. Teaming up with Fosters in Finland for the Provinssi Music Festival, they launched the No Worries Motel, a two-bed crash pad built into a shipping container and located inside the festival area with views of the stage. Check out the listing, it s still online.

Van Gogh Bedroom

The No Worries Motel wasn t the first time AirBnB jumped under those covers. In 2013, they teamed up with the Art Institute of Chicago s Van Gogh exhibit to create a live, rent-able replica of Van Gogh s own painting of his small starving-artist apartment. The walls, doors and furnishings are stroked with paint in Van Gogh s signature style. (Photo via AirBnB)

Nappuccino

To promote the launch of their new flat white, London coffee chain Gregg s launched outdoor Napuccino pods, where customers could get a few minutes of midday shut-eye. Drinking a cup of coffee followed by a 20-minute power nap is the best way to reduce daytime slump, claims the campaign.

Nap Cafe

Breakfast in bed? Yes please. IKEA launched a pop-up promotion serving brekkies to Londoners while they lounged between the sheets. The Wall Street Journal:

Starting later this month, IKEA is opening a pop-up cafe in London s trendy Shoreditch area, serving traditional Swedish breakfasts and offering siestas in a range of their most comfortable beds, the company said. People can book a bed for a 45-minute slot 7 a.m. and noon to relax in a single or double bed where they will be served by specially trained waiting staff and sleep specialists, IKEA said. Then, from noon to 3 p.m., the beds will be available for naps.

Nap Pods

Breathe Right nasal strips partnered with experiential agency Blammo to create the Breathe Right Pod Hotel, offering busy Canadians a free 20-minute power nap.