DAYVIGO: COUNTING SHEEP                        

Clarifying the real challenge.

Insomnia is a universal condition, deeply rooted in shared human experience and equally entrenched in longstanding treatment perceptions. This product introduced a new mode of action with a strong safety profile, requiring more than awareness to succeed.
The true challenge was adoption.

Healthcare professionals needed to feel confident not only in understanding the innovation, but in writing new scripts transitioning from familiarity to trust in a differentiated approach. The MOA was novel and unique requiring education to provide a comfort level that KOLs and HCPs required.

The opportunity lay in connecting a scientific advance to a universally understood experience, without diminishing clinical credibility.

Strategy built for confidence.

We anchored the strategy in a phrase synonymous with insomnia across cultures: counting sheep.

Rather than discarding this familiar expression, we reframed it, transforming it from a symbol of sleepless frustration into one of reassurance and reliability. The headline reframed the narrative with clarity and authority:

“Counting Sheep? Count on Dayvigo.”

This strategic pivot allowed innovation to feel approachable, trusted, and credible, aligning emotional recognition with scientific advancement, a critical balance for healthcare professionals evaluating a new therapy.

Innovation expressed with impact.

The creative execution brought the strategy to life through a bold, memorable visual: a group of sheep watching over a sleeping individual(s) reversing the traditional insomnia trope.

Key executions innovations and leadership stances by implementing impactful media exeuctions (i.e. cover gatefolds, and employing DPS) to dominate attention.

The creative balanced playfulness and gravity, reinforcing the seriousness of the condition while introducing a sense of assurance positioning the brand as a dependable solution rather than a disruptive risk.

Insight-led refinement through HCP research.

Listening became a critical inflection point.

We spearheaded qualitative research with healthcare professionals to better understand:

• Reluctance to probe patients about sleep quality
• Hesitation to move beyond legacy therapies, including benzodiazepines and Z-drugs
• Concerns around safety, dependency, and long-term use

This research revealed that innovation alone would not drive adoption. Healthcare professionals needed reassurance, not disruption, and a narrative that acknowledged the limitations of existing options while offering a credible, confidence-building alternative.

These insights informed how the brand spoke, what it emphasized, and how it supported HCPs in initiating more meaningful sleep conversations with patients.

Turning confidence into prescribing action.

Success was defined by behaviour change, not recognition alone.

The campaign supported healthcare professionals in moving from awareness to action, encouraging them to initiate conversations about sleep and confidently prescribe a new mode of action. The familiar-yet-modern narrative helped reduce friction and reinforce trust at the moment of decision-making.

Industry recognition followed, with the product earning Product of the Year in 2025 ,validating the innovation and strategic clarity but the primary measure of success remained new script adoption.