Fiendishly simply billboard from Calm. Ticks most of the boxes of what I think a good billboard should be.
It’s also very smart of them to double down on sleep as their positioning. Previously they were sort of a catch-all relaxation, mindfullness app (that’s headspace territory).
Their Outdoor advertising is a simple promise. Use this app and you’ll sleep better.
Other surfaces, like their landing page and onboarding flow you can see are a little more broad.
I think this is fine, as long as they are not saying totally contradictory things. If Sleep is performing well to grab new users, keep doing it.
Now Calm is grossing more than Headspace on the app store.