This is a campaign created entirely by a PR agency with the sole goal of driving editorial coverage.

Media spend: zero.

We took one of the most seminal dance tracks of the 90s.

We entirely reimagined it for the 2022, completely flipping it meaning on its head.

OTO is a luxury CBD brand.

Its hero product: OTO Sleep Drops, a CBD drop designed to give you a restful night's sleep.

In the UK, CBD has long been associated with anxiety. But is rarely associated with it's scientifically proven properties as a sleep aid.

Our brief: help launch the brand in the UK and in doing so, deliver a powerful message around how OTO helps you get a good night's sleep.

In 1995, Faithless released the seminal dance anthem, Insomnia.

It was the three minute soundscape to a generation fuelled on Ecstasy, that stayed up all night.

Our idea: work with Faithless to reimagine their iconic track as a sleep track.

We made it orchestral. We slowed it down. We incorporated science. We created a dozy experience to be heightened by CBD. We took something our audience raved to and turned it into a comfort blanket for relaxation.

We also made it 27-blissful minutes in length. The average time it takes us to fall asleep (and coincidentally released it exactly 27 years after the original release).

Our core audience: older City livers, with high pressure jobs and lots of disposable income. Exactly the audience that were racing to the original track back in the 90s.

We first conducted brand-led research into the sleep habits of the nation, uncovering that on average we take 27 minutes to fall asleep unaided by CBD. The research also unearthed numerous stats around this audience using ASMR content to aid their most restless nights.

We then located the perfect cultural device through which to deliver a powerful and unique message around not being able to sleep: Faithless.

This collectively gave us numerous assets for PR: research, talent, content and spokespeople.

Working with the original recording artists, we engaged a 15 piece string orchestra and reimagined the track over the course of a week in the studio.

We released the track on Spotify, iTunes and Soundcloud.

We also shot a making of film in which Sister Bliss of Faithless and a sleep expert discuss the key components to a restful nights sleep.

We plugged the track for UK radio. And delivered a wide-reaching PR campaign to deliver dozens of pieces of editorial coverage with 90% of the coverage featuring our key message: OTO helps you get a restful nights sleep.

Reach: 300M

Over 100K track plays (without any media spend).

86 pieces of editorial coverage, including BBC, NME, Independent, Rolling Stone, Guardian, etc.

Biggest of all: a massive 216% spike in month-on-month sales, which has proved hugely transformative for the business.