CALM Helps Snoring Couples Sleep Better with Ai-Powered Discounts

Ogilvy Argentina has launched 'The Sound of Divorce', a campaign in which artificial intelligence challenges couples who snore to get discounts and sleep better, thanks to 'Calm is Simple'.

Keka Morelle, CCO of Ogilvy Latina, said, “'The Sound of Divorce' is an idea that combines creativity, artificial intelligence, humour and a very powerful insight that everyone, anywhere in the world, can identify with. In this way, we managed to generate a relevant conversation for the brand and strengthen its connection with consumers.”

Malu Donaire, CCO of Ogilvy Latina South, highlighted, “We started from the fact that more than 40% of people snore and this affects couples’ relationships. We thought of the best way to solve this situation: we trained an AI agent to analyse the snores that people needed to send and transform them into discounts to help couples buy a new mattress. The more intense and unbearable the snoring, the greater the discount. We are very happy with the enthusiasm of people sending their partners’ snores to our bot on WhatsApp and interacting with each content.”

To increase the impact, the campaign reached social media with the participation of Ximena Capristo and Gustavo Conti, an iconic couple in Argentine entertainment. After raising rumours of a possible divorce, the internet exploded. Later, the couple revealed the truth behind the post: recording their snoring and getting discounts.

“We are very happy with the impact of the campaign. We received hundreds of audio messages with snoring and stories from couples. It was a pleasure to work with the Ogilvy team to create an AI that allowed us to address such a recurrent topic among our customers and also offer a benefit through creativity, fun and improved sleep – which is our main purpose as a brand”, said Malena Martín, chief marketing officer at Calm es Simple.

“With this innovative strategy and taking advantage of the growing global trend of ‘sleep divorce,’ we helped position Calm es Simple as the ideal ally to help couples improve their rest and strengthen their relationships. The impact of this action shows how the combination of creativity, artificial intelligence and strategic partnerships can transform an everyday problem into a solution with a positive impact on the public. It was a pleasure to work with this incredible team,” added Florencio Colombo, chief growth officer of Ogilvy Argentina.