Brand Chosen - Headspace

Customer Persona of the Brand

• Demographics: 18+, both male and female, Tier 1 and tier 2 cities, urban and upper middle class lifestyle.
• Psychographics: Facing social, personal or work-related stress, and competitive pressure. Feeling drained at the end of the day, and looking to unwind without social media scrolling on phone and switch to healthier habits. Does not open up much about daily challenges with family or peers.
• Behavioural: Binge watches Netflix. Typically interested in meditation, but not sure how to do it. Tries out many lifestyle-changes, but is unable to stick on to them on a sustained basis. Faced disappointment with many apps and offerings that promise a great deal when purchased, but turns out to be nothing practical.
• Lifestyle: Working professionals or college students. Busy days, love to refresh in the weekends. Tired mornings not feeling very refreshed for the day that typically begin with coffee and snoozing alarms. Willing to enroll for courses or subscriptions to deal with poor sleep quality.

Brand Personality - Sincerity > Cheerful > Friendly, Calm

Brand’s Tone of Voice - Cheerful, Conversational, Enthusiastic

Type of spec ad chosen - Creative

Spec Ad 1

Spec Ad 2

Spec Ad 3