The Sound of Divorce

Creativity, AI and humor: Ogilvy Argentina and Calm's formula to revolutionize the "Sleep divorce"

Ogilvy Argentina has launched 'The Sound of Divorce', a campaign in which artificial intelligence challenges couples who snore to get discounts and sleep better, thanks to 'Calm is Simple'.

Keka Morelle, CCO of Ogilvy Latina, said, “'The Sound of Divorce' is an idea that combines creativity, artificial intelligence, humour and a very powerful insight that everyone, anywhere in the world, can identify with. In this way, we managed to generate a relevant conversation for the brand and strengthen its connection with consumers.”

" We started from the fact that more than 40% of people snore and this affects couples’ relationships. We thought of the best way to solve this situation: we trained an AI agent to analyse the snores, people needed to send them, and the AI agent will transform them into discounts to help couples to buy a new mattress. The more intense and unbearable the snoring, the greater the discount. We are very happy with the enthusiasm of people sending their partners’ snores to our bot on WhatsApp and interacting with each content" said Malu Donaire, CCO of Ogilvy Latina Sur.

“We are very happy with the impact that the campaign had. We received hundreds of audio messages with snoring and anecdotes of couples. It was a pleasure to work with the Ogilvy team to create an AI that allows us to address a recurring theme in our customers and give them a benefit through creativity, fun and improved sleep, which is our main purpose as a brand," said Malena Martín, Chief Marketing Officer of Calm es Simple.

"With this innovative strategy and taking advantage of the growing global trend around ´sleep divorce´, we helped position Calm es Simple as the ideal ally to help couples improve their rest and strengthen their relationship. The impact of this action shows how the combination of creativity, artificial intelligence, and strategic partnerships can transform an everyday problem into a solution with a positive impact on the audience. It was a pleasure to work with this great team," added Florencio Colombo, Chief Growth Officer of Ogilvy Argentina.