Philips Wake-up Light: Make me a morning person

The ‘Make me a morning person’ campaign kicks off mid-September with a recruitment drive to search for the world’s worst grumps, snoozers and zombies. Consumers can nominate themselves, their friends and family, or even a colleague, on Facebook to take part in the challenge. They can also take a quiz on facebook to find out which of the seven morning types they are - The Grump, The Grunter, The Snoozer, The Zombie, The Corpse, The Early Bird or The Chirpy. Hundreds of entrants will then be selected to receive a Philips Wake-up Light and take part in the 21 day challenge.Agency
Tribal DDB Amsterdam


The social experiment
From mid-October, participants of the challenge will chart their progress via the dedicated iPhone ‘Wake-app’ that has mini-games to test them on alertness, mood and ease of getting out of bed, and will determine whether a ‘non morning person’ has truly become a ‘morning person’ by waking up naturally with the Philips Wake-up Light. The mini-games were designed with the help of Philips light therapy experts and the Wake-app is the first consumer-facing app to feature tests undertaken in sleep laboratories and clinical studies. Non-participants can also download the free iPhone app and take the challenge themselves.