SleepZone priced its anti-snore pillows by snore volume and won a Dubai Lynx Gold

SleepZone, a Jordanian pillow retailer based in Amman, wanted to sell anti-snoring pillows and adjustable bed bases — a category whose buyers are the sleep-deprived partners of loud snorers. The obvious play would have been a standard discount announced in ads. Instead the brand made the snore itself the discount: the louder the partner's snoring, the bigger the coupon.

IMPACT BBDO and Adpro& built thesnoremeter.com, where users record a 15-second clip of a sleeping partner. An algorithm turns decibel level, pitch and annoyance into a personalized discount percentage, claimable on SleepZone products. A film and radio campaign invited people to record and compete with the loudest snore, converting a private annoyance into a shareable game.

The promotion made participation prove the problem: only households that actually snore bother to record, so the offer reaches exactly the buyers who need the pillow, and the act of earning the discount becomes a story couples tell. SleepZone stores saw foot traffic rise 34% and sales of its snore-reducing pillows rise 22% after launch.

The campaign took the Dubai Lynx 2025 Media Gold for Use of Humour and was later shortlisted at the Loeries, showing that a small regional retail promotion could out-idea much bigger budgets.