The World's First Billbed

An estimated half a million homeless people sleep on the streets in every metro city of Pakistan. Most of them are out of town laborers who work hard during the day and have nowhere to sleep at night. Nowhere but the hard pavement. Pakistan's leading mattress brand, MoltyFoam, had suffered a decline in brand love and we needed to prove our goal of providing a good night's sleep to everyone - regardless of their background. We decided to help by provided a solution to the homeless people sleeping outdoors. By using outdoor. We designed the world’s first BillBed – a billboard that converts into a bed at night. We put up over 150 BillBeds across 9 cities with a budget of less than $20000. A short documentary was created and placed on social media. The campaign went viral on social media, attracting the attention of politicians and celebrities alike who took notice of the situation, raising awareness of the plight of these laborers. Even though our goal was strictly CSR, the campaign renewed people’s love for the brand and ended up raising sales by 2%, a significant increase for a 'life event' product. In a recent survey, brand love had increased by 68%, while purchase intent rose by 82%. Most importantly though, we provided a good nights sleep to countless homeless laborers, something they truly appreciated. Same laborers even reported that a better night's sleep allowed them to work more the next day, thereby raising their income.