Meditation certainly seems like a good idea in principle – but for many people it’s one of the things on the to do list that never quite gets done. Finding a significant chunk of time (and a suitable environment) to dedicate to mindfulness feels frustratingly unattainable.
Enter ‘Moments of Space’ – a progressive company on a mission to make meditation happen for busy people. Rather than accommodating a new behaviour, the app helps you “fit meditation into your days without you having to change the way you live them”.
Meditations are designed to be squeezed into schedules – with eight minute micro sessions and the flexibility to meditate ‘on the go’ (for all those that can’t make it to a bespoke destination of calm and tranquillity).
Mr. President creative team, Zooperheiss (Flo Heiss and James Cooper), have been working with the client team on their first ever comms campaign.
With the meditation industry in boom we didn’t need to sell the benefits of meditation itself. Instead we needed to find a way to sell the convenience. So we developed a creative platform built around busyness. By openly acknowledging the realities of a rich and full life of school pick-ups, delayed trains and post office queues, we’re able to highlight the opportunity to turn ‘wasted time’ into ‘meaningful time’ spent meditating.
The specific real-life opportunities featured in advertising not only raise awareness of the app but also create triggers for usage.
This initial digital campaign is just the beginning of the journey to gain insight into how Moments of Space can help people create a regular, personal habit of fitting mediation into real life.