Many laborers in large cities of Pakistan don’t have a home because they come from rural areas. Even if they work hard all day long these people cannot afford to pay a room where to sleep during night. This is why many of them end sleeping directly on pavements.
Few months ago Moltyfoam, a local leading mattress brand, launched an outdoor advertising campaign to put a spotlight on the dramatic situation of these people. However, this isn’t a common campaign. During day the billboards (which actually are Moltyfoam’s mattresses covered with a print) are used to promote the brand’s products, while during night they can be converted into a bed for the homeless to use.
A total of 150 of these billboards, or better said billbeds, have been installed in 9 cities across Pakistan and in 6 month more than 40,000 laborers had the chance to have a better sleep.
The unique campaign, conceptualized by BBDO Pakistan, is also valuable for the brand because it incorporates in a successful way the company’s motto “a good night’s sleep’’.