Calm app - About presenting the right solution to the customer’s pain💡

What's the first thing that comes to mind when you think about American presidential campaigns?

Confusion, show off, noise and stress🤯. In the USA – and also in Portugal, increasingly – the media offers banquets, hours on end of content about the presidential elections, with the most embarrassing, most controversial and most ridiculous moments.

According to AP-NORC, 7 in 10 Americans feel anxious and frustrated with presidential campaigns⚠️.

Calm, an app for meditation and improving sleep quality, decided to offer Americans 30 seconds of silence during prime time. Yes, just silence.

In my opinion, this spot is brilliant!

➡️ Identifies a real pain, to be experienced intensely at the moment: the stress inherent to presidential campaigns.

➡️ Offers a demo of what the solution is: 30 seconds of silence in an advertising space during prime time, between content about the presidential elections. Space to stop and take a deep breath.

➡️ Indirectly, it establishes a metaphor for what goes on in our day-to-day lives (not just during presidential elections): an intense life, full of stimuli, stress, and with little time to stop, making us aware of the importance of stopping to listen to ourselves.

➡️ Presents the Calm application logo at the end of the spot, the solution for a quality team that allows us to rebalance and focus on ourselves.

Given the irreverence of the ad, it generated a lot of word of mouth, reinforcing the top of mind positioning of the Calm app in the national and international market. Excellent work, Calm!

US presidentals Calm app