A Swiss Idea on TV Around the World

The prevention campaign, which aims to raise awareness among motorcyclists and drivers about the dangers of fatigue, launched a year ago with an introductory message: A 15-minute power nap can save lives in an emergency. Gilles Aeby at the Numéro 10 agency in Bern coined the new term «turbo sleep» for this «miracle cure.» In its first phase, the campaign raised awareness among the general public about the phenomenon and ways to combat fatigue. In a second phase, the campaign will now target older drivers as well as frequent drivers—that is, professional drivers. The creative team at Numéro 10 is using a small «fake» to achieve this. In a «making-of» film that looks completely authentic, the advertisers show how the idea of «turbo sleep,» launched in Switzerland, caused a sensation worldwide and was featured in the news on TV stations from America to the Far North to Asia. Of course, the sensational news reports are staged and were all filmed in the same studio for the commercial. What is real, however, is the scientifically proven message that 15 minutes of sleep can have a truly decisive impact on our bodies. The film captures the audience’s attention by creating a moment of confusion: Is this already the «Tagesschau» news program, or are we still watching the commercial break? To maximize impact, the spots have been placed as close as possible to these actual news broadcasts. Supporting measures include posters and a «doctor’s kit,» which provides additional tips on the topic in waiting rooms. pan