Adrien Gagnon and KMB launch sleep-inducing white noise experience

In celebration of World Sleep Day, health and wellness brand Adrien Gagnon (楓之寶) has partnered with the Kowloon Motor Bus Company (KMB) to launch a sleep-inducing white noise experience. 

White noise is a steady sound wave that includes various frequencies at a uniform intensity, such as rain, ocean waves, or a fan. In a quiet environment, even minor sounds can disrupt sleep. The consistency of white noise helps people fall asleep naturally and reduces disturbances, enhancing overall sleep quality, according to the release. 

The initiative was also developed based on the results of an online survey titled "Sleep and napping habits of Hong Kong residents”, which was conducted by ESDlife with 704 respondents in March last year. It revealed that over 80% of respondents considered buses as the "best place to sleep”. While modern bus designs and technologies have significantly reduced noises on buses, the engine sounds during motion and the interior bus ambience create a subtle white noise that facilitates sleep. This indicates that, alongside melatonin, white noise serves as another natural method to promote restful sleep.

In light of this, Adrien Gagnon partnered with KMB to launch an immersive natural sleep white noise experience for a group of media representatives, KOLs and KMB members last week. The initiative aimed to raise awareness among Hong Kong residents about sleep quality and to educate them about other natural methods to achieve better sleep every night.

Done in collaboration with creative agency ROLLROLLROLL, media agency PHD Hong Kong, and PR agency RSVP Communications, the month-long campaign targets all Hongkongers.

The participants created their own bus-themed sleep white noise playlist on an Adrien Gagnon-themed bus, as well as learning more about natural sleep aids and practising simple massage techniques to relieve stress, allowing themselves to rest and fall asleep during the short bus ride. This initiative promoted natural sleep aids, including melatonin supplements and a bus-themed sleep white noise playlist to enhance sleep quality. During the event, Adrien Gagnon prepared segmented everyday bus sounds to allow participants to customise their own unique sleep white noise playlist.

Additionally, experts taught simple massage techniques to help attendees relax and fall asleep more easily. At home, participants can continue to enjoy the bus-themed sleep white noise, paired with the sugar-free melatonin gummies to induce sleepiness and achieve a restful night's sleep.

To enhance audience engagement, Adrien Gagnon has invited influencers who participated in the natural sleep white noise experience to share their insights on Instagram Reels. The campaign is also promoted through out-of-home (OOH) advertising, online ads, media partnerships, and real user experiences.

Adrien Gagnon has launched a sleep fast and deep sugar free melatonin 10mg gummies, clinically proven to take effect within 20 minutes, according to the release. Each gummy contains 10 mg of extra-strength melatonin, helping users "lie down and relax" quickly, promoting deep sleep and enhancing sleep quality. 

Don't miss: Wellness brand Adrien Gagnon empowers HKers to rethink sleep habits

Back in October last year, Adrien Gagnon launched a creative and PR campaign to inspire Hongkongers to rethink their sleeping habits. It came as Hong Kong is a fast-paced city where stress is a constant companion, the need for restorative sleep has never been more critical, according to the release.

Recognising the immense pressure that Hongkongers face from various aspects of life such as work, family responsibilities, and health concerns, the campaign saught to address the widespread issue of sleep deprivation by highlighting the belief that a good night's sleep can significantly boost daytime energy levels, ultimately enhancing overall productivity and well-being. 

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