Bedding specialist Beka wanted to generate more traffic to its local dealer Het Matrassenhuis (The Mattress Palace) in the city of Hasselt, Belgium. Every year in Hasselt, the 3-day Pukkelpop festival comes to town, along with 120.000 visitors. Those living close to the festival area suffer from the high level of noise, especially at night. On the eve of the festival, 400 homes near the festival received a set of earplugs in their mailbox, with a label wishing residents a soft sleep during the festival. For a soft sleep throughout the whole year, they were invited to visit the shop.
Agency: I DO, Belgium.