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Top 3 Campaign in Health & Wellbeing · October 2026
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Top 3 Campaign
Health & Wellbeing · October 2026

Koala Tokyo Sleep Competition

PR Campaign
Thursday 10th September, 2026

Koala staged a sleep competition in Tokyo, offering ¥2 million to the contestant judged to be the best sleeper. Participants rested in monitored beds while staff gently woke them for the results, turning the competition into a playful way to spotlight sleep deprivation and Japan’s long-hours work culture.

Why it worked: It weaponised a cash-prize stunt with quantified sleep scoring to satirise overwork culture, giving journalists visuals, data, and a sharp counter-narrative.

The lesson: Consider reframing a everyday necessity as a judged contest with a meaningful cash prize and simple metrics reporters can film.

Koala
15 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
tokyoweekender.com A Sleep Race in Tokyo Is Offering a ¥2.22 Million Prize Thursday 10th September, 2026
indiatimes.com Japan is hosting a sleeping competition with a ₹13 lakh prize; here’s how contestants will be judged - The Times of India Wednesday 16th September, 2026
economictimes.com Japan sleep contest: Japan’s sleep contest offers $14,000 prize: Who can enter, how to apply, October 5 date and rules - The Economic Times Wednesday 16th September, 2026
france24.com Ready, set, snooze: Sleep-deprived Japanese compete for best-rested Tuesday 6th October, 2026
indiatoday.in Japan’s bizarre sleep contest offers Rs 12 lakh to whoever takes the best nap - India Today Tuesday 6th October, 2026
rte.ie 'Competitive sleepers' in Japan compete for best-rested Tuesday 6th October, 2026
dailybeirut.com Japan Sleep Contest: ¥2M Prize for Best Sleeper Tuesday 6th October, 2026
gulfnews.com Japan's Unique Sleep Competition Offers $14,000 Prize to Promote Better Rest Tuesday 6th October, 2026
economictimes.com Rs 12 lakh prize for whoever sleeps first: Bizarre competition turns sleeping into a relaxation race. Check rules and judging process - The Economic Times Tuesday 6th October, 2026
taipeitimes.com Sleep-deprived Japanese compete for best-rested - Taipei Times Tuesday 6th October, 2026
wionews.com Japanese compete to be named fastest and deepest sleeper in unique contest Wednesday 7th October, 2026
gulftoday.ae Sleep-deprived or well-rested? Who wins in Japan’s “Matt Race”? Wednesday 7th October, 2026
euronews.com Tokyo sleep competition offers 2 million yen prize to best sleeper Wednesday 7th October, 2026
euronews.com Tokyo sleep competition offers 2 million yen prize to best sleeper Wednesday 7th October, 2026
japantimes.co.jp Ready, set, snooze: Sleep-deprived Japanese compete for best-rested - The Japan Times Tuesday 13th October, 2026
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