The latest marketing campaign idea hits on a nerve that causes anxiety for some of us - are we getting the most out of life?
The idea was to ask the audience, "hey, your time is precious, what are you doing with it?" We did some research on this about two years ago when we first started creating VIVA. It took about an hour to find those old research notes - based on a 2006 ABS report, the average Australian has about 30 hours of "spare time" every week, and half of that time is spent on watching TV shows and listening to music. It seemed obvious that we should ask people to get off the couch and do something more fulfilling with their lives... but, that would be a silly strategy. We dug a little deeper, and we found that despite the amount of actual "free time" that we have, most of us felt the opposite - we felt rushed or pressed for time.
Australians do not have a "free time" problem. We have a "busy, busy" problem. For example, Sam and I have spent all day working together, and neither of us feel like we have achieved very much in all our time, and we certainly do not feel like we have any "free time".
The question isn't to ask "how much free time do you have", but "don't you wish you can save time looking for things to do with [insert the relevant loved ones]?" Fortunately, we have built VIVA to solve both of those problems.
Now, we just have to shape our marketing message speak to the cure for the bigger pain - the feeling that we are always rushed or pressed for time.