Samsung Sleep Rave
Samsung Sleep Rave
Merging nightlife and rest to showcase the Galaxy Watch6's sleep-tracking prowess.
Client
Samsung
Year
2023
Category
Consumer Electronics
Challenge
Challenge
In the saturated smartwatch market, we need to find a way to distinguish Samsung's new Galaxy Watch6 by highlighting its advanced sleep-tracking capabilities to Dutch Gen MZ consumers. With the Amsterdam Dance Event (ADE), the Netherlands' largest music festival, approaching, we saw an opportunity to connect with this audience by addressing the impact of late-night events on sleep quality.
In the saturated smartwatch market, we need to find a way to distinguish Samsung's new Galaxy Watch6 by highlighting its advanced sleep-tracking capabilities to Dutch Gen MZ consumers. With the Amsterdam Dance Event (ADE), the Netherlands' largest music festival, approaching, we saw an opportunity to connect with this audience by addressing the impact of late-night events on sleep quality.
Challenge
In the saturated smartwatch market, we need to find a way to distinguish Samsung's new Galaxy Watch6 by highlighting its advanced sleep-tracking capabilities to Dutch Gen MZ consumers. With the Amsterdam Dance Event (ADE), the Netherlands' largest music festival, approaching, we saw an opportunity to connect with this audience by addressing the impact of late-night events on sleep quality.
Strategy
Strategy
Recognizing that Dutch Gen MZ were uninterested in monitoring their sleep patterns, despite the negative effects of attending gigs and festivals, Samsung aimed to transform the disruptor of sleep into a solution. By creating the world's first "Sleep Rave," we engaged festival-goers in a unique experience that combined the allure of rave culture with the benefits of restorative sleep, all while showcasing the Galaxy Watch6's sleep-tracking features.
Recognizing that Dutch Gen MZ were uninterested in monitoring their sleep patterns, despite the negative effects of attending gigs and festivals, Samsung aimed to transform the disruptor of sleep into a solution. By creating the world's first "Sleep Rave," we engaged festival-goers in a unique experience that combined the allure of rave culture with the benefits of restorative sleep, all while showcasing the Galaxy Watch6's sleep-tracking features.
Strategy
Recognizing that Dutch Gen MZ were uninterested in monitoring their sleep patterns, despite the negative effects of attending gigs and festivals, Samsung aimed to transform the disruptor of sleep into a solution. By creating the world's first "Sleep Rave," we engaged festival-goers in a unique experience that combined the allure of rave culture with the benefits of restorative sleep, all while showcasing the Galaxy Watch6's sleep-tracking features.
Execution
Execution
We hosted the Sleep Rave at The Chapel of Hotel Arena in Amsterdam, a renowned venue for dance parties. Participants were invited to sleep in comfortable beds while listening to an 8-hour electronic sleep-enhancing DJ set, developed in collaboration with DJs Mr Belt & Wezol and sleep expert Dr. Els van der Helm. Throughout the night, the Galaxy Watch6 monitored participants' sleep patterns, measuring stages, scores, snoring, and consistency. The sleep data collected was later used to develop the ultimate sleep track, released on Spotify to help listeners achieve deep and restful sleep.
We hosted the Sleep Rave at The Chapel of Hotel Arena in Amsterdam, a renowned venue for dance parties. Participants were invited to sleep in comfortable beds while listening to an 8-hour electronic sleep-enhancing DJ set, developed in collaboration with DJs Mr Belt & Wezol and sleep expert Dr. Els van der Helm. Throughout the night, the Galaxy Watch6 monitored participants' sleep patterns, measuring stages, scores, snoring, and consistency. The sleep data collected was later used to develop the ultimate sleep track, released on Spotify to help listeners achieve deep and restful sleep.
Execution
We hosted the Sleep Rave at The Chapel of Hotel Arena in Amsterdam, a renowned venue for dance parties. Participants were invited to sleep in comfortable beds while listening to an 8-hour electronic sleep-enhancing DJ set, developed in collaboration with DJs Mr Belt & Wezol and sleep expert Dr. Els van der Helm. Throughout the night, the Galaxy Watch6 monitored participants' sleep patterns, measuring stages, scores, snoring, and consistency. The sleep data collected was later used to develop the ultimate sleep track, released on Spotify to help listeners achieve deep and restful sleep.
Results
Results
The Sleep Rave campaign significantly boosted the Galaxy Watch6's market performance:
32% increase in purchase consideration for the Galaxy Watch6.
36% increase in sales of the Galaxy Watch6.
The sleep track garnered 866,520 minutes played on Spotify.
The campaign achieved 30 million impressions, generating 39 articles and 82 social posts across Instagram and TikTok, with a total reach of over 29.5 million, including 22 million in earned media coverage.
The Sleep Rave campaign significantly boosted the Galaxy Watch6's market performance:
32% increase in purchase consideration for the Galaxy Watch6.
36% increase in sales of the Galaxy Watch6.
The sleep track garnered 866,520 minutes played on Spotify.
The campaign achieved 30 million impressions, generating 39 articles and 82 social posts across Instagram and TikTok, with a total reach of over 29.5 million, including 22 million in earned media coverage.
Results
The Sleep Rave campaign significantly boosted the Galaxy Watch6's market performance:
32% increase in purchase consideration for the Galaxy Watch6.
36% increase in sales of the Galaxy Watch6.
The sleep track garnered 866,520 minutes played on Spotify.
The campaign achieved 30 million impressions, generating 39 articles and 82 social posts across Instagram and TikTok, with a total reach of over 29.5 million, including 22 million in earned media coverage.
©2025 Darryl Soh
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©2025 Darryl Soh
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©2025 Darryl Soh
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©2025 Darryl Soh
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