Bathroom solutions specialists Geberit teamed up recently with The Sleep Geek as part of a national campaign.
Central to the campaign was a radio broadcast with environment analyst James Wilson, aka the Sleep Geek. During the radio interviews, which aired on 33 stations around the country to more than four million listeners, the Sleep Geek used results of a Geberit survey into people’s sleeping habits to offer tips on reducing night time disturbance.
The research revealed that 90% of Brits wake at least once a night, with 1 in 10 people waking five times or more. The number one reason for waking is to use the toilet, with 80% of people struggling to get back to sleep following a visit to the bathroom. During the radio interviews, the Sleep Geek explained how the bathroom environment can have an impact on people’s ability to get back to sleep after going to the toilet.
He said: “Turning the bathroom light on to navigate your way to the toilet sends a message to the brain that it’s time to wake up. This corresponds with the research which revealed that 40% of people turn on the light when they wake to go to the toilet. Add to this the shock of sitting on a cold toilet seat and it becomes clear that we don’t stand much chance of keeping our brains in sleep mode.”
The campaign incorporated online resources, including a dedicated landing page on the Geberit AquaClean website. Here, consumers could hear more from the Sleep Geek, and learn more about the benefits of Geberit AquaClean Mera and Geberit Monolith Plus. Both products feature an orientation light while the Geberit AquaClean Mera also has a heated seat and a super quiet flush to ensure disturbance is minimised.
The Geberit Sleep campaign also attracted a large audience on social media channels, including a Facebook competition to win a luxury sleep hamper.
“Using a number of very effective marketing tools, including radio and online, the campaign highlighted how the bathroom can be designed as a night time environment to help reduce disruption to sleep patterns,” said Raffaela De Vittorio, marketing and brands director, for Geberit.
“While we can’t guarantee a good night’s sleep, products such as Geberit AquaClean Mera and Geberit Monolith Plus offer ways to make the bathroom environment as comfortable and relaxing as possible, even in the middle of the night.”
Geberit / geberit.co.uk/sleep