Calm.com
“New Experiences, Calmer Environments"
Strategy
Create "real" life de-stress moments in everyday life that grants a sense of solace and calm wherever you are.
Brief
From AKQA's 2017 "Future Lions" competition: Connect an audience of your choosing to a product or service from a global brand in a way that wasn’t possible three years ago.
VR Experience
Because VR, or Virtual Reality, initiated in 2014, we felt that incorporating it in this campaign would be idea for what the brief specifies. While the website is supposed to allow you to feel "calm" while on your computer or phone, we didn't feel 100% confident that one could actually get a sense of relaxation from these devices. Because of our target audiences' lifestyle, we didn't think continue to stay on the same device you've used to work so hard, to now destress would be and ideal situation. So instead, we wanted to try to get them as close to the experience as possible while being hands free and out of the "work scene" mentality.
Promo Video
This 30-second video will
serve as a promotional ad on the Calm.com website. This video is meant as a representation.
Partnerships
Brookstone, a nationwide specialty retailer, offers luxurious and affordable massage chairs. A massage chair paired with a VR experience, could add a
very nice and relaxing benefit.
Social Media
We wanted our consumers to know that Calm.com can be their number one source of stress relief. We decided to make everything accessible, an experience. We've limited our social media presence to strictly video that not only provided our users with a much needed de-stress haven, but also allowed them to connect and get involved, finding their own "special" calm places. Using social media platforms that allow for longer video content, our users can stay connected for as long or short as they need.
Facebook
With Facebook's Live and 360 capabilities, which like VR was not accessible 3 years ago, users can enhance their experience with Calm on a global scale. With these features, the target audience can escape from anywhere and venture off onto a quiet beach on the coast of Curaçao, if they choose. The Facebook cover photo for Calm.com will be used to gain the attention of current and new users.
Snapchat
Snap Map, Snapchat's newest feature, stories submitted to Snapchat's "Our Stories" can be viewed by anyone. With the Calm.com, we could use special locations from team members to post everyday so that our target can easily access locations they can feel calm in. Between Snap stories, we will advertise Calm.com and people to follow from different locations.
Calm Resort
We know that some people might have a harder time creating that mindset that allows for a calm environment while still using their phones. We wanted to help them get to that level of complete calmness while in the same space thats causing them stress. Calm Resort would be a store that allows customers to pick location styles and get experience it as if they were actually there using sight, smell, sounds, touch and eventually taste.
Simulation Room
The Calm Resort will house simulations rooms that will mimic calm environments. Customers can come in and select and environment and rooms will be air conditioned/ heated accordingly. Below is a rough example of what a room could look like. We've included a gif of a scene from Valerian And The City Of A Thousand Planets
to display a better representation. They are at the "beach" but as Laureline walks over to the control panel, they are actual in a simulation and you see the walls (far right) start to revert back to its default setting.
Subscription Boxes
While everyone is not able to leave their spaces or get a real feeling of comfort and relaxation not being physically away, we wanted to incorporate subscription boxes to help set the mood for the ideal environment. Customers can both subscribe to receive monthly boxes with new "locations" or purchase them from the Calm Resort. For first-time subscribers boxes will come with promo items including a healing stone and a sweatshirt. All boxes include thank you and business cards.
Sample Box
Below is a sample box mailed to a first time customer wanted to take his VR Calm experience to a Dunton Hot Springs, Colorado. In his box
we, which he ordered and selected Premium (includes book and stone), he received a thank you card, a coupon, 2 Yankee Candle candles,
Sage essential oil from NOW Solutions, a sweatshirt and mug. The book included in his package are of hidden and not-so-hidden gems
across the US. Each featured location comes with a list of Calm approved Snapchat accounts to follow for said location as well as links in Calm.com for the spot. Inside also encompasses "Staged Now-cations" in which Calm provides its customers with tips and trick,
including products and setting options to enhance the experience in the comfort of wherever they may be. Incorporated are interactive
pages that allows users to use their phone to hover over pages and get more information, tips, tricks and surprises. Holistically, Calm encourages its customers to be at peace and at there least stressful state in order to appreciate their experience. With the quick quiz,
we find what stone can best be utilized in said situations.
