INSIGHT
Night owls usually have unhealthy sleeping habits.
PROBLEM
People who stay up late are at a higher risk of life-threatening diseases.
SOLUTION
Calm is on a mission to “save night owls from extinction,”
Secret Life Of Night Owls
Calm is partnering with BBC Earth & David Attenborough to give late-night scrollers access to their ‘Owlbum.’
To launch the campaign we’ll intercept night owls with targeted ads on their late night hideouts on social, watching pre-roll, and streaming.
We’ll use David Attenborough’s soothing voice to promote our Owlbum, disguised as a nature documentary.
Owlbum
Celebrities from Calm Sleep Stories have recorded a charity album featuring free meditations, music and ASMR on the Calm app.
The Owlbum, titled “Circadian Rhythms” on the app, will feature custom sleep stories, meditations, music and ASMR that embrace the sounds and vibes of Owls to lull people to sleep.
Save Your Sleep
Calm Sleep celebs are keeping Night Owls on track with their sleep.
Once people have unlocked the Owlbum, they’ll receive nightly reminders to get to bed early with incentive to unlock prizes if they’ve logged a certain amount of sessions.
