Power Nap Station
Office
Portugal
Services
Marketing Solutions
Brand Activations
Brand PR
Influencer Marketing
Date
2023
Since its arrival in Portugal in 2017, Emma quickly established itself as the country’s most awarded sleep brand. However, over time, a clear ambition emerged: to stop being perceived solely as a mattress brand and position itself as a leading expert in sleep health.
This challenge connected with a worrying reality. In Portugal, insufficient and poor-quality sleep is a widespread problem, with direct consequences for daily life and, particularly, road safety. Drowsiness while driving is one of the main causes of serious accidents—making proper rest not only a matter of well-being but also of social responsibility.
How could Emma translate that expert positioning into a real, useful action with impact beyond the product?
Solution
We created the Emma Power Nap Station, the first nap station installed on a Portuguese highway. A rest space designed for drivers to stop, disconnect, and recharge before continuing their journey.
The activation was located at the Alcácer do Sal service area, on the south–north axis, and was active from August 14 to September 3, 2023, one of the busiest traffic periods of the year. More than a brand action, it was a tangible solution to a real need: providing a safe and comfortable environment to combat drowsiness while driving.
The Power Nap Station allowed Emma to bring its brand purpose to life experientially, linking rest, sleep health, and road safety. It wasn’t about mattresses—it was about well-being applied to real life. A pioneering initiative in the sector, it positioned the brand as an active part of the solution, reinforcing its role as a sleep health expert and generating social and media conversation.
RESULTS
