Lullabies
No Ugly
Issue 61 | January 2022
Agency
Innocean Australia
Creative Team
Executive Creative Director Wesley Hawes Senior Copywriter Damon Porter Senior Art Director Wassim Kannan
Production Team
Producer Louis Moore Editor Lucio Tagliani Sound Engineer Caleb Jacobs Musician Bronte Horder
Other Credits
Agency CEO Jasmin Bedir Senior Account Manager Amber Lowings PR Director Nicole Craig Media Strategist Charlotte Berry Social Manager Kristin Freeland Client CEO Ryan Bernal
Date
July 2021
Background
No Ugly is a range of New Zealand wellness tonics with ‘No Ugly’ Ingredients.
No Ugly Sleep contains all natural ingredients including magnesium, tart cherry and passionflower to help insomniacs get a good night’s sleep.
Because No Ugly was launching in Australia without a major supermarket distributor, they needed to raise awareness.
Idea
People suffer from insomnia for all sorts of reasons from relationship break-ups to worrying about work to noisy neighbours.
So, Australians were asked @nouglyau on Instagram what was keeping them awake.
Their responses were turned into tranquil lullabies by singer and composter Brontë Horder in real time. Within 24 hours a team of writers, producers, and musicians wrote, produced and recorded over forty lullabies. These personalised lullabies were sent back to insomniacs to help them get a good night’s sleep.
Results
Off the back of No Ugly Lullabies, No Ugly secured a distribution deal with a major Australian supermarket. Furthermore, a 56% engagement rate was achieved.
Our Thoughts
The most recent stats I could find report that in 2020 Australians spent 32 minutes longer online per day than in 2019. 80% of the population is active in social media, spending on average I hour and 46 minutes each day. 30% used it to get information about brands. The point being, if you were sleeping badly in July and August and you went online to research insomnia, there was going to be a good chance of hearing about No Ugly because people were talking about it. But that only happens if you have an idea that’s funny and relevant.