The Romans PR Open Letter to Apple’s CEO
The Romans PR, a creative agency from the UK, used an open letter as part of a campaign which generated worldwide success.
The PR agency’s client, Eve, targets young, busy and successful urbanites who care about how they feel, look, and perform at work. However, mattresses are not that interesting to talk about. So The Romans PR found a way to drive attention to the brand by finding an enemy.
The Snooze Button
Hitting the snooze button has quite an impact on people’s health. Those extra minutes you can sleep between alarms are not restful at all. In that time, you can’t get a proper REM cycle, so instead, you fall into ‘sleep inertia’. This is where you feel groggy and lethargic after getting up, which can take hours. Being dragged sharply from sleep results in a spike of the stress hormone cortisol which can even put pressure on your cardiovascular system.
With that in mind, The Romans PR developed a persuasive brand proposition: Refuse to Snooze.
To launch the campaign in opposition to the snooze button, The Romans PR first had to prove the harmful effects. To do so, they worked with a neuroscientist and mental health expert, and the co-director of the Sleep Lab at Goldsmiths Psychology Department to create some original research into the damaging consequences of snoozing on health.
With this science and data, The Romans PR wrote an open letter to Apple CEO Tim Cook. In the letter, the agency encouraged him to remove the snooze button in the next iPhone update. The letter was published in City AM on 13 May, World Sleep Day. The open letter revealed on World Sleep Day, caused an insane volume of exposure and was talked about everywhere from Good Housekeeping to Jimmy Fallon’s opening monologue.
Following the open letter, The Romans PR, Agency of the Year, launched a unique podcast, called “Refuse to Snooze”. Every episode was 9 minutes long, the same length of time as the iPhone snooze function. Becuase if the agency asks people to lose the snooze button, what is there instead? The podcast was hosted by King of Morning Tv, Andi Peters, and provided a burst of high-energy content covering matters like motivation, sport and fitness, and parenting. Guests featured rugby captain, Chris Robshaw; philanthropist, Katie Piper; model, Jodie Kidd and Olympic boxer, Anthony Ogogo. And everyone was interviewed from the pleasant comfort of an Eve mattress.