How do you get thousands of people heading to the 2019 Presidents Cup with nothing but golf on their minds to start thinking about sleep? Well, with a game of mini-golf of course. And for Mia Low, a ResMed Customer Manager, what was also important was for their staff to maintain a fun and open atmosphere inside their event space.
"We want people to know ResMed is friendly. We're relatable, we're approachable, and that we're here to help - no matter what it may be," Low said.
One thing ResMed wanted to communicate at the Cup was the relationship between sleep and athletic performance. To bring this idea to life, they created a performance lounge with its own custom-built putting green where they challenged fans to get a hole-in-one.
Participating fans did, however, need to wear 'fatigue' goggles for one of their two attempts. It was then they could see how sleep deprivation could impact their performance. For one golf fan, sleep is something that is crucial for a good game.
"We're relatable, we're approachable, and that we're here to help - no matter what it may be!"
"It certainly helps if you're not tired. You don't feel drowsy or a little lethargic. You do need a good night's sleep," he said.
Besides the putting challenge, ResMed gave all fans who came by a free cooling towel, so they could cope in the Melbourne heat. Those who completed a free sleep assessment were also entered in the draw to win a golfing holiday to New Zealand.
As it turned out, the ResMed Performance lounge was one of the popular spaces in the fan village. All told, ResMed handed out more than 3,000 towels, generated almost 2,000 leads, and had 650 plus fans complete a full sleep assessment. Their presence at the Cup not only caught the attention of Channel Nine but also other companies who came to glean ideas for their own future sponsorships.
The decision to sponsor the Presidents Cup was so that ResMed could connect with a complementary audience, i.e. males aged 30 years and older. Throughout the week, however, there were males and females of all ages who attended.
ResMed also wanted to extend their recent media campaign, which saw the brand being developed with a broader focus on sleep health. With many fans visiting the lounge looking for general sleep advice, it's evident this approach is succeeding.
"I have their brochure by my bedside to inspire me to get a better night's sleep," one fan said when asked about ResMed.
At the same time, existing ResMed customers also came to discuss their products. One fan was full of praise about how good their products have been for her brother.
"He's in the Philippines, so I have to buy the machine and mask from him here," she said."He's much better, and I think it's much better for his wife too."
The ultimate goal for ResMed is to change consumer opinion about not only sleep apnea but also sleep health. Given how essential sleep is to a healthy lifestyle, people should no longer wear sleep deprivation as a badge of honour. Its real benefits are perhaps best shared by a passing fan who had only recently started to take this sleep apnea condition seriously.
"I'm just not as tired now. I wake up feeling better. I wake up wanting to get out of bed instead of going back to sleep. It's heaps better," he said.