Why it worked
The video uses a humorous and unexpected comparison between a digital subscription and a physical asset (real estate) to highlight the perceived value and cost of tranquility. The absurdity of the price difference creates a memorable and shareable piece of content.
Summary
The video humorously contrasts the annual subscription cost of the Calm App with the significantly higher cost of purchasing a backyard, implying that the latter offers a more permanent and expansive form of tranquility. It uses real estate listing information to highlight this absurd price comparison.
Structure
- 1Introduce Calm App annual cost
- 2Introduce backyard cost
- 3Compare costs for a humorous effect
- 4Show real estate listing details
Product placement
Calm App: (a) ACTS - it is mentioned as a product that provides a service (meditation, relaxation). Removing it would change the premise of the video. (b) APPEARS - it is the subject of the on-screen text. Removing it would change the premise of the video.
On-screen text
Sure the Calm App is $99.99 annually. But for only $649,800.01 more, the Calm App could be your back yard.