Project Brief

Problem Statement

Dreambank wants to drive awareness and interest among its key demographic to visit the Dreambank.org site and sign up as a dreamer. The ad must demonstrate the value Dreambank provides to its dreamers -- to give dreams not stuff.

Client

DreamBank (Agency: Capulet Communication.)

Product

Goals

To drive awareness and interest in DreamBank so that people will want to visit www.dreambank.org.

Audience

• 18-30 Internet users, skews slightly female
• These folks are Internet savvy and can be cynical when it comes to advertising.
• They like “smart” stuff and like to be considered early adopters of cool things.
• As a group, they’re socially aware and care about social causes and the environment.
• The Dreamers want something specific, and they don’t want their friends and family to waste their money on gifts that they’ll appreciate, but don’t really need.
• Gifters are the Dreamers’ friends and family.
• They don’t have a lot of spare time, and are not keen on spending hours in the mall shopping for a gift. But, they still want to give something cool and meaningful.

Client Context

n/a

Media Context

• The video ad will run on DreamBank’s site (www.dreambank.org)
• We'll host it on YouTube and other video hosting sites and will do some blogger outreach for the ad to encourage bloggers to post about it. We’ll post it on the DreamBank Facebook page.
• The ad may also run on partner sites, like the charities affiliated with DreamBank.

Product Promise

DreamBank helps make dreams come true.

Proof

• With DreamBank you "Give Dreams. Not Stuff". Instead of giving or receiving gifts that are appreciated but not really wanted, you can contribute to your own dream or your friends' and family's dreams, whatever they might be—a new bike, a holiday, the chance to learn Italian, etc.
• DreamBank is a perfect way for your family and friends to give you something that you really want at Christmas and on birthdays without the hassle of shopping, shipping, etc.
• It’s an easy and safe way to raise money for your dream.

Not mandatory. Focus on above proof. These do not need to be highlighted or explained. It would be nice to reference.

• DreamBank helps the planet by reducing waste of packaging, shipping of unwanted gifts, and;
• Helps others achieve their dreams as DreamBank gives the interest raised from the pooled dream funds to charity.

Character

The DreamBank character is inventive, provocative and fun. The tone is ‘down to earth’ and ‘transparent’.

Requirements

• Must be a video ad
• Shouldn’t be raunchy. General audience, please.
• Video should be about 60 seconds in length
• Video should be maximum 30 MB file size
• Video should be optimized to fit the YouTube player — width="425" height="350"
• The call to action should be to visit www.dreambank.org.

Extensions

There might be an opportunity here to create a series of ads, probably all video, but not necessarily. Because budgets are tight, DreamBank won't be doing any print advertising or events for a while.