What We Did
The brief was to generate coverage, buzz, awareness and users for Calm, the meditation and sleep app.
Among the ways we responded way was by producing Baa Baa Land, an eight-hour, slow-mo movie entirely starring sheep … billed as “the ultimate insomnia cure” – and then staging its red carpet world premiere at a top London cinema.
Sheep in tuxedos and evening dress walked the red carpet before securing a place in movie immortality by placing their hoof-prints in “cement” [mud] on the world’s first “Jolly Good Trot of Fame” … commemorating such screen legends as Ram Gosling, Emmaaaaa Stone and Ewe Grant.
The audience came dressed in pajamas, with dressing gowns and pillows … prepared for a long night.
We staged the premiere on the same day that Calm released the film to a global audience by live-streaming it via its social media channels.
This was one of many ideas that helped Calm grow from nine staff in a one-bedroom apartment into Apple’s App of the Year, the first mental health unicorn and the world’s top-grossing health and fitness app.
“Clad in a sparkling ball gown and tuxedo, the stars of the latest film to premiere in London’s Leicester Square walked the red carpet in a rather unusual manner – on four legs.”
The public and media flocked to meet the stars and makers of the self-proclaimed “Dullest movie ever made”.
The result was huge global coverage, buzz, attention and praise, including TV reports syndicated globally by two of the world’s three biggest global news agencies.
“Sometimes a thing exists that is so bizarre you just have to shrug and say, ‘Sure, why not?’ “
Some highlights of the coverage include:
Two of the world’s three biggest global news agencies – both Reuters and AP – one of which, Reuters, sent out no less than three different packages (two on video and one written article) and thanked us for “a great story”)
- Reuters TV (video)
- Reuters (Text article)
- AP/Associated Press (TV/Video news): sent their report to over 300 TV stations/channels/programmes/outlets across the world.
- The Press Association [sent it to all UK media]
- U.S. News and World Report
- The New York Times
- Sky News / Sky.com – both TV and web
- The List – U.S. national/network TV show: on TV and online.
- Daily Mail/Mail Online – four times; print and online, including three online articles and a near full-page in print.
- Metro (near full page print article)
- Reader’s Digest (www.rd.com)
- Voice of America
- Indiewire (wire service)
- 9News, Australia’s largest news and entertainment network
- The West Australian
- The Malaysian Times
- La Vanguardia (Spain)
- Corriere della Serra (Italy)
- La Stampa (Italy)
Within the space of four months, Baa Baa Land coverage included the following:
- Reuters four times – with four pieces of coverage: two articles and two video/TV packages
- Coverage by all three main global news agencies: Reuters, AFP (Agence France Presse) and AP (Associated Press).
- The New York Times twice
- Reader’s Digest twice
- The Mail/Mail Online published seven or eight different pieces of coverage
- UK national media to cover it included The Mail, Mail Online, Metro The Mirror, The Express, The Independent, The iPaper.
- Yahoo! covered it several times
- U.S. News and World Report