| |
-
SUB CATEGORY :
BRAND INTEGRATION, PARTNERSHIPS & COLLABORATIONS: GAMING
-
ENTRANT COMPANY :
AOI PRO. INC., TOKYO
-
TITLE :
THE SLEEP WEIGH-IN E-SPORTS CUP "SLEEP FIGHTER"
-
BRAND :
DREWELL
-
ADVERTISER :
SSP CO., LTD.
-
AGENCY :
DENTSU INC., TOKYO
-
CREATIVE DIRECTOR :
KENTA NAKAGAWA
-
ART DIRECTOR :
ARATA HONDA
-
COPYWRITER :
MAHO MIYAMOTO/YO IIDA
-
AGENCY PRODUCER :
TAKAFUMI ARIMITSU
-
ACCOUNT DIRECTOR :
MIO MATSUOKA
-
ACCOUNT MANAGER :
RYO OGAWA
-
ACCOUNT EXECUTIVE :
AKIO NATSUMOTO
-
STRATEGIC PLANNING DIRECTOR :
JUN FUJITA
-
STRATEGIC PLANNING MANAGER :
YUKI TAKATSUDO
-
STRATEGIC PLANNER :
EMA SETOH
-
FILM PRODUCTION COMPANY :
AOI PRO. INC., TOKYO
-
DIRECTOR :
SHOJIRO TOSHIMA
-
CAMERAMAN :
TAIKI HAKARI
-
FILM PRODUCER :
KENTO OKAMOTO
-
PRODUCTION MANAGER :
TAKAMITSU NAGASHIMA
-
EDITOR :
SHOJIRO TOSHIMA
-
CAMPAIGN SUMMARY :
Drewell, a brand of sleep-enhancing drugs, hosted The Sleep Weigh-in e-SPORTS CUP “SLEEP FIGHTER” to address the serious health issues caused by sleep deprivation among e-SPORTS players. The tournament was held on August 31, 2024, but the real focus was on the lead-up to the event. Rather than promoting temporary fixes, such as getting more sleep the night before or on the day of the competition, Drewell aimed to inspire lasting lifestyle changes.
To achieve this, smartwatches were provided to 12 top e-SPORTS players participating in the tournament. They were tasked with completing a “sleep weigh-in” every day for one week leading up to the event. Both their efforts to improve sleep and the tournament itself were streamed globally on YouTube and Twitch. The transformation was striking: players, typically seen with dark circles under their eyes, appeared refreshed and energized as they entered the competition.
This initiative not only improved the players’ sleep habits but also successfully shifted the attitudes of viewers toward the importance of quality sleep.
-
CREATIVITY/IDEA/INSIGHT :
Drewell held “SLEEP FIGHTER,” an e-SPORTS tournament incorporating a “sleep weigh-in” rule. Similar to boxing's “weigh-in,” this e-SPORTS tournament was the first in the world to incorporate a rule where sleep time determines the winner. Twelve participants measured their sleep time using a smartwatch one week in advance. The players had to adjust their routines to ensure they got enough sleep, as they would face a “point deduction” if their sleep time fell short of the predetermined amount.
The competition was for STREET FIGHTER, a globally popular e-SPORTS game, directly addressing the issue of sleep deprivation among e-SPORTS players. By broadcasting real-time footage of the top players actively sleeping, the project also served as a wake-up call to the industry as a whole.
-
STRATEGY :
e-SPORTS players often stream late into the night. As a result, both e-SPORTS players and fans of e-SPORTS content inevitably became night owls, practicing and streaming without adequate sleep. Furthermore, the excitement of the streams often lingered long after, making it difficult for players to fall asleep immediately. Many of them ended up with only short, poor-quality sleep.
Drewell was not tasked with making temporary improvements, such as ensuring players slept only on the day of the tournament or the day before. Instead, the goal was to inspire a change in their lifestyle. To this end, smartwatches were distributed one week before the competition, and players were asked to report their sleeping hours without fail. As the players stopped streaming by midnight, viewers were also encouraged to stop staying up late. In turn, the entire e-SPORTS industry was motivated to improve their sleeping habits.
-
EXECUTION :
The “SLEEP FIGHTER” event took place on August 31, 2024, but in many ways, the true focus was the lead-up to the competition. Drewell provided smartwatches to the e-SPORTS players, asking them to measure their sleeping hours one week in advance. Each player was also asked to stream their sleep status in real time on their social media accounts every day. As a result, from one week before the tournament to the actual event, the e-SPORTS community buzzed with discussions about “sleep.”
The top players responded to the call for a behavioral change by prioritizing sleep, which triggered a shift in attitude across the entire e-SPORTS industry. Of course, the tournament’s main event, streamed worldwide on YouTube and Twitch, was a great success, achieving the number one viewing record in Japan for e-SPORTS tournaments held as brand promotion.
-
RESULT :
In the week leading up to the tournament, the average sleep time of the participants improved by 140%, with sleep quality also increasing by 110%. Additionally, the total number of views for the tournament streamed on platforms like YouTube and Twitch exceeded 4.7 million, and social media impressions surpassed 59 million, making it the number one e-SPORTS sponsored tournament in Japan for brand promotion. Over 20,000 comments from viewers, such as “Sleep is important” and “I’m going to bed early today,” were posted on social media. The Sleep Fighter program not only raised awareness about the importance of sleep but also fostered a shift in attitudes.
-
URL :
|
|
