In 2015, MoltyFoam, one of Pakistan’s leading mattress companies came up with an innovative way to help a few of homeless people in the main cities of the country as part of their CSR activity. They wanted to provide a solution to people sleeping outdoors
There are an estimated half a million homeless people in every main city in Pakistan. Most worked as labourers during the day and at night they had nowhere to sleep apart from the pavements. MoltyFoam which promises a good night’s sleep found a solution to help people sleeping outdoors using ‘outdoor’. They designed the world’s first BillBed – a billboard that converts into a bed at night. The origin of the idea In every major city, there are millions who are homeless. MoltyFoam wanted to help a few of them who slept on the streets and pavements after a hard day’s job. Many of them came from very poor background or from remote
villages and can’t afford a decent lodging at the cities with their income. The uncomfortable sleep on the pavements mostly affected their labour on the next day, in turn affecting their incomes, and ultimately trapping them in a vicious cycle. MoltyFoam, Pakistan’s largest mattress brand saw an opportunity to help. And to better it’s recently declining
villages and can’t afford a decent lodging at the cities with their income.
The uncomfortable sleep on the pavements mostly affected their labour on the next day, in turn affecting their incomes, and ultimately trapping them in a vicious cycle. MoltyFoam, Pakistan’s largest mattress brand saw an opportunity to help. And to better it’s recently declining brand love. The brand was also hopeful to raise the plight of the homeless before the authorities. They began by identifying areas within the metro cities where pockets of homeless labourers sleep on the streets. They decided to concentrate on these selected locations.
The creative execution itself was the product. Rather than just spend money on static billboards, the brand decided to turn them into functional devices that would actually help people get a good night’s sleep. Accordingly, they designed the world’s first ‘BillBed’- a billboard held up by two poles secured in the ground, featuring a MoltyFoam advertisement on one side and a sealed MoltyFoam mattress on the other side. Using the bed is as simple as flipping over the sign and lying down. By day the BillBeds advertised the brand, and by night – with a simple flick – they transformed into comfortable beds. The weatherproof BillBeds were placed in more than 150 locations in 9 major cities in Pakistan Lahore, Faisalabad, Gujarat, Gujranwala, Sheikhupura, Daska, Multan, Rawalpindi and Sialkot), all for under $20,000. A short documentary was also created and placed on social media. The campaign was successful and they continued to add 15 BillBeds every month in new locations.
The campaign clicks
The campaign instantly went viral on social media attracting the attention of politicians and celebrities alike who took notice of the situation, raising awareness of the plight of these labourers. Even though MoltyFoam’s goal was strictly CSR, the campaign renewed people’s love for the brand and ended up raising sales by 2%, a significant increase for a ‘life event’ product. In a recent survey, the love for the brand had increased by 68%, while purchase intent rose by 82%. Most importantly it has increased the brand’s image on the mindset of people, something that they truly appreciated in the survey. On social media, the campaign caused a stir renewing the brand’s reach and popularity.
The advertising campaign designed by advertising agency BBDO Pakistan has won a Bronze Lion at the Cannes Lions 2015 awards. The social impact of the project was evident even after years of the execution of the project. In other words, it used the ‘big bad world of advertising’ to do a bit of good – not just advertise but advertise in a way that makes a difference. True to MoltyFoam’s slogan-“a good night’s sleep.”