The Sleep Data Diet

A unique diet created from sleep-cycle data to improve people's sleep quality.

In the Netherlands over 50 percent of the population has sleeping problems. A lack of sleep automatically triggers other health problems. So, if we can make people aware that they can fight their sleeping problems, we can help prevent a lot of other problems.

Our brief was to find a new solution to help people improve their sleep and make them aware of their sleeping problem. Research has shown that what and when we eat has a major impact on our quality of sleep. Therefore we developed the sleep data diet.

Over 18,000 people tried the personal sleep data diet. With a positive response.Brand awareness about Menzis SamenGezond was raised by 50%!Menzis received more than 4K new registrations to the Menzis health platform and the film about the Sleep Data Diet was viewed over 3 million times. With the sleep data diet Menzis helped thousands of people to improve their sleep. By simply adjusting what they eat, and when they eat it.

The sleep data diet is a personalised diet based on your sleep cycle data that calculates when and what you should eat to improve your sleep quality. Because what and when we eat has a major impact on our sleep quality.

To create the sleep data diet to improve sleep problems, we collaborated with sleep experts, data specialists and dieticians. The sleep data available from phones and smartwatches show when people go to bed, lie awake and awaken. The specialists matched these different times of going to bed and wake-up time to the best times to eat during the day to improve your sleep. It shows when it is the best time to have breakfast, lunch and dinner. After the start of the diet people could use their sleep cycle data again to see improvements. The first results were visible after one week. Special recipes were created to match the different eating times of the day. On the Menzis website everybody could connect their phone or smartwatch to instantly get their personal diet.

Menzis is a brand that is communicating a promise on a high level, with a campaign that encourages a healthy lifestyle – instead of only offering their main product (health insurance policies). We therefore need to substantiate this high-level brand image in a way that really means something in people’s lives. With this activation we give people the tools to actually do something about their health. Activating people to improve their lives is essential: if we fail to ‘prove’ to people that we can make a real difference, we will just be another corporate promise.