No management would approve either.
What do they do anyway? Calm bought the 30-second ad space on CNN that too on a hectic election results day and showed nothing about their product. Yet, the ad was well received by the public in the USA and marketing professionals across the world.
Calm is a meditation app that helps you meditate and sleep well. The #1 app for sleep, meditation and relaxation – their claim on the website.
We all now know that Trump had triumphed in this US election, Many marketing professionals claim Calm’s ad as the “Winner of the US election” and rightly so.
Now, with such fantastic Brand marketing, if a sales campaign followed, would naturally bring better results than one without a Brand campaign. By the way, there is a sales campaign that takes place on their website named “Early Black Friday” offer.
[Screenshot taken on their website on Nov 8th 2024.]
Do campaigns to increase website visits, and convert them while they are there. Simple yet very powerful.
Coming back to the campaign, Of course, not many products can do such a savage ad placement. Simply because many can’t fit into such a space. In this case, the context and intent all synced very well. Still, it’s a bold decision by the marketing team and the management that deserves a lot of appreciation.
Buying an ad space and displaying “We buy this ad space to give you 30 seconds of silence”
Just to reassure, “Yep, just silence”
And to top it up closing with, “You’re welcome”
Instead of “You’re welcome” someone luckily did not suggest “Buy now 20% off – If they had done this, it would have been a turn-off like many regular ads. The campaign would have been not stood off from the frenzied day.
“You’re welcome” followed by their logo
In the world of “Buy Now” disguised under Brand marketing campaigns, no marketer could imagine such a campaign.
The ad was recorded by a Twitter user
https://twitter.com/i/status/1854089149877477719
Viewership:
The viewership on election day for CNN was at a 4-year high totalling 44 million and TV alone would be 7.281 million. The Calm ad placement has reached 7.281 million viewers and in the slot, there is nothing has been told about the product yet all the viewers would have come to know about the product.
It is also been reported that the Calm app marched forward 100 stops in Apple’s App Store post the ads.
I’d say, Brand marketing at its finest.
