Carphone Warehouse is tapping into the soothing ASMR video craze

In a bid to help Brits with the stress of sleep deprivation, Carphone Warehouse has produced a series of videos filmed on the new Sony Xperia XZ1 handset that are designed to trigger an ASMR (autonomous sensory meridian response) experience and ultimately help reduce the nation’s day-to-day anxiety levels.

The retailer quizzed more than 2,000 British adults over what aspect of their lives gave rise to heightened sensations of stress and anxiety. A lack of sleep leading the pack among 38% of respondents.

Carphone Warehouse, in partnership with Sony, believes that the Xperia XZ1 device can eat into those numbers by playing videos with specific sounds and visual stimuli – otherwise known as ASMR films. The soothing quality of these spots has led them to grow in popularity on YouTube.

Carphone Warehouse's own ASMR videos display actions such as blowing bubbles, ironing a shirt, plucking a guitar and running a bath. They seek to generate a physiological response in the viewer by tricking the brain into entering a relaxed mode, and are available to watch on a dedicated microsite.

A Carphone Warehouse spokesperson explained all the videos were filmed on the XZ1 "due to its high-resolution audio and slow-motion capture capabilities, which our research has revealed can intensify the experience".

Ikea released its own set of ASMR videos earlier this year.

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs

John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

All by John