Everyone knew Ambien helped you fall asleep. But people were waking up in the middle of the night.
Enter AMBIEN CR, it not only helped you fall asleep, it also helped you stay asleep. To communicate this simple advantage we focused on wonderful insight: what if morning came in the middle of the night?
We launched with unbranded teasers that led to a microsite where you could learn about the product and play a virtual game of whack-a-rooster.
We followed up with more content. This time we wanted to dramatize the long-lasting and detrimental effects of a bad night's sleep. By then our rooster was a minor celebrity.