More than 40% of people snore. Most of them do not know how badly. The people who do know are their partners, lying awake at 2 a.m., counting the seconds between each rumble, making increasingly serious calculations about what it would cost to sleep in another room. Ogilvy Argentina decided that information had commercial value and built a system to monetise it.
The Mechanic
The campaign, titled The Sound of Divorce, launched in March 2025 for Calm es Simple, an Argentine mattress and sleep brand. The execution is one line: record your partner snoring, send the audio to Calm’s WhatsApp bot, and an AI analyses the recording and converts it into a discount on a new mattress. The worse the snoring, the bigger the discount.
Ogilvy Argentina trained an AI agent using Google’s Gemini 2.0 to analyse incoming audio files, assess snore intensity, and calculate a corresponding discount value in real time. The system required no app download, no registration, no checkout process beyond the WhatsApp conversation itself. The friction was engineered out completely. The only input required was a recording that the non-snoring partner was already motivated to make.
The Influencer Layer
Alongside the WhatsApp mechanic, the campaign recruited Argentine entertainment couple Ximena Capristo and Gustavo Conti, a pair whose relationship has generated significant public attention over the years. The activation was structured in two phases. First, rumours of a possible separation were seeded through their social accounts. When the story spread, and the internet began speculating about a divorce, the couple revealed the truth: there was no separation. There was snoring. They posted a video showing Conti’s recording being sent to the Calm bot, the discount being generated, and the mattress being ordered. The “divorce” was resolved by a new bed.
The sequence converted a news cycle about a celebrity relationship into a product demonstration. The rumour generated a reach. The reveal generated the conversion. Both happened without paid media in the conventional sense.
Why It Worked
The insight behind the campaign is the same insight that has driven years of mattress marketing: bad sleep damages relationships. What Ogilvy Argentina added is specificity. Not “bad sleep” as a vague category of concern, but one specific, audible, recordable cause of bad sleep that one partner experiences and the other does not. The snoring partner cannot hear themselves. The sleepless partner has the evidence in real time, on their phone, every night.
That asymmetry is what makes the WhatsApp mechanic feel natural rather than forced. The non-snorer was already going to record it. The campaign simply gave the recording somewhere useful to go. Malu Donaire, CCO of Ogilvy Latina Sur, described the logic precisely: “We thought of the best way to solve this situation: we trained an AI agent to analyse the snores that people needed to send and transform them into discounts to help couples buy a new mattress.”
The campaign received hundreds of audio messages and anecdote submissions through the WhatsApp bot. It was shortlisted at the 2026 Clio Awards and won a Bronze Lion at Cannes Lions 2025 in the AI-integrated campaign category. Florencio Colombo, Chief Growth Officer of Ogilvy Argentina, described the result: “The impact of this action shows how the combination of creativity, artificial intelligence and strategic partnerships can transform an everyday problem into a solution with a positive impact on the audience.”
The Sleep Divorce Context
The campaign’s title references a documented and growing trend in which couples choose to sleep in separate rooms, separate beds, or separate sleep schedules to improve individual rest. The American Academy of Sleep Medicine reported in 2023 that one in three Americans occasionally or consistently sleeps in another room to accommodate a partner’s sleep habits. In Argentina, searches for “sleep divorce” had risen consistently in the two years prior to the campaign’s launch, giving the cultural reference a local data anchor rather than relying purely on a global trend.
Calm es Simple’s framing of its product as a solution to sleep divorce, rather than a standard mattress brand competing on comfort and price, is the campaign’s broader strategic move. A mattress is not what they are selling. They are selling the possibility of a couple sleeping in the same room again.
Campaign Name: The Sound of Divorce
Agency Name: Ogilvy Argentina
Brand Name: Calm es Simple Location: Argentina
