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喜临门x杨洋 「净眠事务所」正式营业!

加码力 2025-04-14
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梁玟玟 自由撰稿人 关注
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案例评分: 0.0 分 / 共0人评分

睡不好是当代人显而易见的痛点,而睡眠问题衍生的消费需求亦是五花八门。氛围塑造如白噪音、香氛,辅助工具如睡眠补剂、眼罩耳塞等,而其中最为重要的则是各类床品,好床品是好睡眠必不可少的。


喜临门新品“净眠M60”首发之际,品牌携手代言人杨洋推出“净眠事务所”,并以一支创意短片演绎了事务所内的趣事。


在影片设定中,“净眠事务所”是一个存在于时空缝隙中的神秘所在,它仅在每晚的0点过后开始营业,接受各种“梦境委托”——化解那些因为劣质床垫而产生的噩梦。我们可以看到梦核画风的无尽长廊,无数扇窗户被打开,依旧散不出去胶水的味道;科学怪人手拿探测仪器行走在雨林中,而这里依旧响起了“甲醛超标”的警报;桑拿房中,满头大汗的男孩睡在蒸笼之上……这些正对应了劣质床垫的问题:胶水味道、甲醛超标、床垫不透气。喜临门净眠以其“整垫0胶水”“净醛0烦恼”“透气0闷感”的产品卖点将这些问题一一解决,让被噩梦困扰的人们拥有纯净的好睡眠。



喜临门的创意短片,洞察到了人们对于好睡眠的需求,以及对于市面上睡眠产品的品质焦虑。通过“净眠事务所”这一概念进行了创意化的呈现。配合M60新品发布,夯实了“净下来,才好睡”的产品心智。


未来,“净眠事务所”这一概念也可以延展出TVC之外的更多可能性,如线下、co-branding等等,成为喜临门的长线IP、品牌资产。


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相关信息

产品名称

喜临门床垫

品牌

喜临门

全案服务

加码力

所属行业

互联网

形式类别

社会化营销

所在地区

中国大陆

时间

2025-04-14
注:本文系广告门企业用户授权在广告门平台发表,内容仅作为该用户观点,不代表广告门立场和观点。

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