Mannings and DDB HK encourage Hongkongers to take sleep seriously

Mannings has partnered with DDB Group Hong Kong to encourage consumers to take sleep seriously in a new product campaign.   

This comes as Mannings realised sleep quality is a major issue in Hong Kong, citing results from an Ipsos study that sleep was the third largest health concern among Hongkongers.  

As such, Mannings created a campaign to address and alleviate this concern, by promoting its wide range of products and professional health services. 

Also known as “Take sleep seriously”, the campaign raises awareness of the importance of sleep, as well as demonstrating Mannings’ dedication to improving Hongkongers’ sleep quality with specialty products and tips, through an online video. The campaign runs from late September until October 2024.

The video showcases a variety of ways and means people can ensure a better night’s sleep and features a reworked version of Brahm’s lullaby, with specially written lyrics.   

The Mannings Cat sweetly sings along as it kindly inspires people to improve sleep quality in different ways. The video concludes with the lullaby slowing, as people gently fall asleep with the help of Mannings products. 

The campaign will run online, across social media, outdoor and in-store for the month of October. 

Mannings also aims to highlight that Hongkongers can turn to a variety of sleep remedies and Mannings’ products that help reduce stress and enhance sleep quality.  

These include health supplements rich in key ingredients such as melatonin, GABA, and herbal extracts, and skincare, hair care and bathing products infused with relaxing fragrances and able to be incorporated into a self-care routine in support of optimising sleep. Expert advice on product usage, as well as healthy sleep habits, are also all part of the services at Mannings.  

As part of the campaign, Mannings will offer a special three-day instore promotion from 11 October to 13 October at their Mongkok, Causeway Bay and Tuen Mun stores. Customers who spend a certain amount on Mannings products can design a personalised Mannings Cat tumbler and have it printed instore for them to take home for free.

Featuring selected Mannings Cat emojis, motivating slogans and a chosen name, the tumbler will serve as a creative and cute reminder for customers to hydrate throughout the day, to ensure higher quality sleep at night. The campaign is done in collaboration with media agency OMD Hong Kong and PR agency L Concept.

Kayley Hui, marketing director, health and beauty, Hong Kong, Macau & China at DFI Retail Group, said, “Our 'Take sleep seriously' campaign aims to raise awareness about the importance of quality sleep for overall health and well-being. By offering products and services that enhance sleep and relaxation, we hope to encourage our customers to prioritise sleep and make informed choices for a healthier lifestyle."

Frankie Fung, chief creative officer at DDB Group Hong Kong, added, “We're thrilled to partner with Mannings on their 'Take Sleep Seriously' campaign, which addresses a significant health concern in Hong Kong. Our collaboration allowed us to create an engaging thematic video that captures the importance of quality sleep, featuring a unique twist on the iconic Brahms' lullaby. We hope this campaign inspires Hong Kongers to invest in some sleep self-care, and not only have one less health concern, but also experience all the many benefits of regularly getting a good night’s sleep.” 

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