Bybit cryptocurrency exchange has launched a new limited-edition product called ‘Moon Pillow’ designed to wake crypto traders when the market swings. Because the market never sleeps.
Due to the decentralized nature of cryptocurrencies, the markets are not managed by any authority in any specific time zone – they remain open to traders all over the world, 24 hours a day, 365 days a year. Thus crypto traders are sometimes lacking in the sleep department.
According to The Sleep Judge, traders are kept awake at night due stressing about market crashes; learning more about investments; worrying about the disappearances of cryptocurrency, and of course, FOMO.
Sleep Judge also said that people who did not invest in cryptocurrency appeared to enjoy a better sleep, than those who do, with almost 70% of non-investors reported to enjoy good to excellent sleep quality versus around 63% of those who did invest in cryptocurrency.
“We wanted to change these data points and create a solution to the problem of sleep deprivation among traders. Moon Pillow is the answer. Users can program their pillow to provide vibration alerts when their selected cryptocurrencies experience price swings larger than five percent,” said Asheen Naidu, executive creative director, TBWA\Singapore.
“To become attractive to the audience, we delved deep into crypto cohort culture to find unique ways to drive excitement for the campaign – from different activation touchpoints, through to the distinct language and meme aesthetics commonly seen on online message boards. It is an exciting product which intends to provide traders with an excellent quality of sleep, and a sound mind that can help them take their investments to the moon!”
Embedding itself into the meme culture associated with crypto enthusiasts, the campaign comes complete with a meme-ified rap video to drive excitement for the drop. The music video was created with the help of Heckler Singapore.
For the launch, Bybit gave away Moon Pillows as prizes to customers during their 2022 World Series of Trading event.
Creative Agency: TBWA\Group Singapore
Executive Creative Director: Andy Grant Creative Director: Asheen Naid
Art Director: Jaron Ngoh, Anirudh Singh Chohan Copywriter: Gwendelyn Gomez, Oliver Kunze Brand Director: Ash Chaudhry
Account Manager: Irish Florentino
Executive Producer: Sariyanti Sannie
Agency Producers: Deena Shareena, Una Yoon
Production: Heckler Singapore
Director: Cody Amos
Executive Producer: Charu Menon
3D Motion Designers: Woon Yen Cheng, Dan Braga, Shazni Muhammad, Danielle Melianti
Audio: Song Zu Singapore