Eye-Opening Idea: Mattress Radio Spot Keeps Drivers Awake

Beep! Beep! Beep! Beep!

Like the snooze button on your alarm, one mattress company intends to keep drivers awake.


The Argentinian brand Piero reached out to bus, truck and taxi drivers during their most vulnerable hours of work. The mattress brand created Snooze Radio, an in-car alarm system that goes off every 9 minutes between 4 and 5 AM. A Piero commercial then reminds listeners of the dangers of driving drowsy. “Sleep safely. Sleep at home,” the spots direct.

Then, Piero took the Snooze Radio a step further. Partnering with the country’s most popular radio stations, the spots also reached over 480,000 drivers per night. Talk about an eye-opening idea.

Give five broccoli sandwiches for the agency of record behind this thinking. FCB Buenos Aires solved a real problem while integrating their client’s brand. Well done.

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