SIMBA AI Sleep Avatars
Client
SIMBA
Services
Earned Media Relations
Sleep tech firm Simba is on a mission to engineer the perfect night’s sleep, for everyone. What began as a reinvention of the mattress has grown into a ground-breaking range of sleep products, and an ongoing commitment to democratise access to great sleep.
Overview
Simba, a sleep tech company, started as a reinvention of the mattress and has grown into a groundbreaking range of sleep products. Having partnered with Simba since their launch in 2016, we are proud of our role in enhancing their marketing and commercial success.
The brief
Our brief was clear: position Simba alongside global tech giants like Apple, Dyson, and SONOS in earned media, showcasing their technological expertise and commitment to democratising access to great sleep.
The solution
At launch, Simba’s communications were driven by the concept of "The Science of Sleep," using high-tech prototypes and strategic partnerships to change how people think about sleep and performance.
In 2024, we tapped into the fascination with AI to reveal the physical effects of sleep deprivation in the UK. By conducting research on British adults' sleep patterns, we highlighted that over half of Brits sleep less than the NHS-recommended seven hours per night. The Prophets’ design studio created Sleep Deprivation Avatars, visually depicting the impact of inadequate sleep on facial appearance. Partnering with The Sleep Charity, we provided expert commentary to underline the seriousness of the findings.
The campaign achieved global coverage, starting with a Mail Online exclusive and extending to Sun Online, Ladbible, Mirror Online, and Reach PLC.
The impact
The combination of AI-generated avatars and expert insights captured significant media attention, successfully positioning Simba as a leading sleep tech brand. This visually engaging approach not only raised awareness about sleep deprivation but also reinforced Simba's reputation for innovation and commitment to improving sleep quality.
