The archive · Advertising · Marketing decision · 2025
Jordan's Sleepzone turns loud snores into bigger pillow discounts — Dubai Lynx 2025 Gold
Record a 15-second snore; an algorithm turns decibels and annoyance into a discount — the louder the snore, the cheaper the pillow.
Sleepzone
What it had to solve
Jordan's leading pillow brand wanted to launch a special offer on its snore-reducing pillows and adjustable bed base — a category nobody discusses and a problem most couples quietly endure.
How it works
Sleepzone, Jordan's leading pillow brand, wanted to run a special offer on its snore-reducing pillows and adjustable bed base. Snoring is normally the quiet torment of a household — no one advertises for it, and most couples just suffer. The campaign turned that embarrassment into the entertainment.
Adpro&, IMPACT BBDO and Impact Proximity launched 'In-$nore Coupons' through film and radio: record a 15-second clip of your partner's snores on thesnoremeter.com, and an in-built algorithm measures the decibel level, pitch and general annoyance level, then hands you a discount coupon sized to the snore. The louder the snore, the larger the discount.
Since launch, hundreds of recordings — from the harmonious to the frightful, including pets snoring — have been converted into pillow discounts, and the brand reported a significant increase in foot traffic to Sleepzone locations. The work also earned the Gold Lynx for Use of Humour at Dubai Lynx 2025.
Why it lands
- The mechanic turned a family annoyance into shareable content — recording a snore is funnier than watching an ad.
- The discount was personalised by the snore itself, so every coupon was a fresh story.
- Humour let the brand sell sleep products without a medical lecture.
- Film and radio pushed everyone to one site, making the response measurable.
What it did
Hundreds of snore recordings — some of pets — were turned into pillow discounts, and foot traffic to Sleepzone locations rose; the work won the Gold Lynx for Use of Humour at Dubai Lynx 2025.
What you can take
Borrow the obstacle as the mechanic: the very complaint that sells the product — snoring — becomes the entry ticket, so the promotion, the media and the product story reinforce one another.
Since then
The campaign won a Gold Lynx for Use of Humour at Dubai Lynx 2025 and was shortlisted elsewhere at the same festival, cementing the 'snore equals discount' mechanic as a regional favourite and giving Sleepzone a repeatable promotion format.
Sources
- Snores Turn Into Discount Coupons as Sleepzone Launches Loudest Promotion of the Year
- Dubai Lynx Media Winners & Shortlists
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