Malaysians were hugely in 'debt' and it was time to do something about it. to rebrand Dreamland as the Caring Sleep Expert, we leveraged on this insight and called in the experts of getting attention:
a family of pyjamas-clad ah longs.
audiences were led to uncover their 'debts' and asked to pay up by a particular date and time. when the deadline arrived, we launched the new Dreamland much to everyone's surprise.
P/s: no monetary payments were received on the day. it's a sleep debt we're talking about! what were you thinking?
if you've been sleeping late, pyjamas gang's main ah long has a message for you. don't play play.
(left) main teaser ad | (right) final teaser ad on launch day
on the final deadline to pay, the pyjamas gang teaser site became the all-new Dreamland website.
and calls to pay were literally put to rest.