World’s first nightclub. For parents.

Challenge
Owlet is a new and unknown baby tech brand in Sweden. Its products help parents sleep better. To illustrate how these new products can make a difference in Swedish parents’ lives Owlet first needed to catch their attention.

Solution
We created the world’s first Nightclub for parents. An online platform that is only open when the Owlets product benefit is most evident. During the hardest hours of the day. 02am-04am.

At the Nightclub parents can chat with other awake parents, listen to quiet live acts, win prizes, learn more about Owlet and how they can avoid spending time at the Nightclub. Even though the club rapidly has become the place to be for involuntarily awake parents Owlet’s goal is still the same: Close the Nightclub for good (because it’s no longer needed).

Time will tell if Owlet ever reaches its goal.