Philips is looking for people who just can't get out of bed in the morning, in a new integrated campaign for its Wake Up Light, which simulates natural sunlight.
People can nominate themselves or others on Facebook to take part in the 'Make me a morning person' challenge. They can also take a quiz to find out which of the seven morning types they are - The Grump, The Grunter, The Snoozer, The Zombie, The Corpse, The Early Bird or The Chirpy. Entrants will then be selected to receive a Philips Wake-up Light and take part in a 21 day challenge.
From mid-October, participants will chart their progress via an iPhone 'Wake-app' that has mini-games to test them on alertness, mood and ease of getting out of bed. This will determine whether a 'non morning person' has really become a 'morning person' . The games on the app, which can also be downloaded by non-participants, were designed with the help of light therapy experts.
The campaign, by Tribal DDB Amsterdam, One Voice, Carat and IRIS, follows last year's Wake up the Town social experiment, where 98% of people in an Arctic town that woke up naturally with the Philips Wake-up Light during their polar night still continue to use it.