Hatch Sleep recently sparked controversy with its new “Goodnight, Phone” ad, which some users claimed was summoning dark forces. However, the company came out swinging with a clever marketing ploy. The RePOSSESSION Program is an official response to the backlash, offering to take devices from concerned owners and send them to those who actually want them.
The ad, directed by horror filmmaker Meredith Alloway, depicts a woman’s phone becoming possessed by algorithm-driven terror. However, the commercial ends with a peaceful alarm clock, implying that a smart sleep device can be a comforting presence in one’s life.
Despite its intended message, some users were spooked and took to social media to share their concerns about their Hatch devices being “demonic.” The company didn’t address these claims directly until now. Instead, it used the negative attention to promote its new product and program.
The RePOSSESSION Program is a clever marketing move that not only addresses user concerns but also pokes fun at the absurdity of the situation. It’s a testament to Hatch’s ability to think on its feet and turn criticism into an opportunity for growth.
Source: https://www.pocket-lint.com/hatch-demonic-repossession-program-controversy