- May 19, 2017
Border-Free Love - Live action + VFX DASH Commercial, 2M Views over 6 Months.
Help us to advertise Dash Evolution to 2 million potential users over 6 months!
Amount: 643.19 Dash
Time: Four months: (Four monthly payments of 160.80 dash each.)
The storyboard (WIP):
(Calculated at 1 Dash = 301 USD, 30 day moving average)
1) We have already launched two successful Dash YouTube advertising campaigns.
The first ad, “Instant Private Cash” is here:
The campaign report thread is here. We budgeted for a total of three months via two funding proposals. Because of the appreciation of Dash, we ran it from June 09 to September 15 when the campaign ended officially. There was, however, more money left in the account, so we ran the campaign for a further three weeks after the last report.
We believe that the campaign was hugely successful in spreading the Dash brand: There were 1,037,471 impressions. Since most of the message (Dash outperforming Bitcoin in terms of privacy and speed) is in the first five seconds, the message was broadcast 1,037,471 times. The ad has had a total of nearly 180,000 full views to date.
Our second ad, “Project Jet Plane” is here.
Brazilian Portuguese version:
We rolled this campaign out on November 8 2017. The reason for the delay was that Instantsend was disabled due to a vulnerability in the code. As the ad's main message is that Dash is lightning fast due to its Instantsend function, distribution commenced with the rollout of the Instantsend fix. Details are available on the campaign report thread, found here.
As of Monday,13 November 2017, this ad has received 393,133 impressions and 81,148 views across 4 languages, in the space of 6 days and spending $2,234 of $30,000
We gleaned a lot of information from these campaigns. Two facts we currently utilize are:
1) By far the most people interested in cryptocurrencies are male (90%). For true market penetration we need to target female users. Our currently proposed ad "Border Free Love" will appeal to both males and females, and target the remittance industry.
2) India is the most open English-speaking market for cryptocurrencies. (30%) of our audience. For this reason we have translated Project Jet plane into Hindi. India is also the world’s biggest recipient country for international remittances: More reason to target the remittance industry!
A2) The international remittance industry
We firmly believe that the remittance industry is one of the most important markets where Dash can make an impact on people's lives. Point of sales use cases are being successfully demonstrated all the time, but impact is limited in developed countries where contactless cards and authentication methods such as Apple Pay are used on a daily basis.
Remittance is a multi-billion dollar industry, relied on by millions of consumers to maintain their families overseas. Overall global remittances totaled $582 billion in 2015.
However, in many cases waiting times are long and fees can be very high for people who have to make the most of every dollar.
That's where Dash comes in, and our commercial will point this out to average consumers who will benefit from Evolution.
A3) Ogilvy & Mather
Ogilvy & Mather is one of the largest international advertising agencies. They have been contracted by Dash Core via a proposal to the DAO to develop a corporate image and brand for Dash.
Pieter_Eralith inquired regarding their role with Ryan Taylor (@babygiraffe) at the London Dash Conference, and the takeaway message was that whilst they will be in charge of branding and corporate image, independent companies may still offer proposals for advertising campaigns.
If our proposal is successful, we want work closely with the relevant people at Ogilvy to make sure that our ad is 100% compliant with the official Dash Evolution corporate identity.
A4) Production Partners
This is the biggest project that Eralith Studios will undertake to date. While our first ad was very simple and was done 100% in-house, our second ad (Project Jet Plane) was significantly more complex. We made extensive use of local freelancers for that project. Our third commercial, Border Free Love, will be of true Hollywood-grade production value. It will be shot on the Arri Alexa camera, and will incorporate live action actors as well as computer generated VFX. For this reason we decided to tap into the Cape Town film industry, and have partnered with two established media companies.
A4i) Polycat Studios
Polycat is a highly successful VFX studio based in Cape Town, with access to a cutting-edge render farm. They specialise in hyperrealistic animal animation and VFX.
Polycat will be responsible for the execution our VFX production design, and animation of animal characters under our direction.
A4ii) Conduit Productions
Conduit Productions is a veteran production studio that has been producing live action and animated commercials for global clients for over a decade.
Conduit will be in charge of shooting the live action portion of Border Free Love.
B: The ad: Border free love
B1) The target audience
Our target audience for this project, will be customers of international remittance corporations such as Western Union, who need to send money to their dependants on a regular basis.
- We will appeal to family-oriented individuals and target users on YouTube who are interested in remittance services.
- The commercial will be shot in English.
- We will specifically target the following receiving countries (the 7 largest remittance markets) with localization: India (Hindi), the Philippines (Tagalog), Mexico (Spanish), France (French), Nigeria (English), Egypt (Arabic), and Pakistan (Urdu).
B2) The message
Evolution will commence rollout in the coming months. We want to produce a showstopping ad that is 100% relevant to the consumers who will benefit from Evolution’s borderless transactions and ease of use. Touchpoints are:
- Traditional remittance companies charge high fees, and transactions take time. There is a lot of paperwork involved to send money overseas. By contrast, Dash transactions are extremely cheap and are instant. Dash is truly border free.
- The storyline is designed to appeal to the emotions of consumers. It is not money we send home to our families, it is love.
A young man needs to send money to his family in another country. He looks at the long queue outside the not-quite-Western-Union remittance office and shakes his head.
Looking down at his phone, he swipes the lockscreen of his wedding picture. The Evolution app appears. He taps InstantSend to send $200 worth of Dash to his wife’s account.
A blue swallow with the Dash logo on its chest emerges from the screen with a magical pop. It salutes him and swiftly flies into the distance. When it reaches the clouds, it is joined by two scruffy pigeons with the Dollar and Euro logos. They approach a digital force field with holographic border signs displayed on it. The pigeons smash against the force field, and the Dash bird flies through as if it does not exist.
A drone shot of the family home is seen from above. The Dash bird descends through the wife’s living room window. It chirps a greeting, then dives into her phone, which pings with the receipt of the $200. She smiles as the camera zooms out to reveal her pregnant belly.
After the emotional conclusion of the ad, a bonus scene is shown where the Fiat birds stumble out of the remittance office with their feathers plucked, beat up and exhausted.
Dash: “Instant, Border-Free, Digital Cash with almost zero fees”
Dash: “Digital Cash in a Heartbeat”
Dash: “Send cash in a heartbeat!”
We consider the work we create in service of the DAO, to be the property of the DAO and fair use for all Dash marketing associates. Although we handle distribution through YouTube, we are completely open for DAO marketing associates to redistribute our content. Be it through blogs, network television or public screenings. We encourage all associates to share their stories of how our content works for them.
Our distribution target for this campaign is a total of 2 Million views across all languages, over 6 months. At a standard CPV (Cost Per View) of $0.05, This comes down to a campaign total of $100,000 at 11,100 views per day. Based on previous average CPV of ~$0.04 we expect the campaign to overperform the standard CPV around 20-25% for a total of around 2.4 million views.
B5) Budget breakdown
Live action shoot & Processing: Includes the shooting of all live action footage, and delivery of processed raw camera data to the VFX studio.
VFX Production: Includes all computer generated footage, including full animation pipeline and final colour grading. Also includes on-set VFX supervisor to oversee live action integration.
Sound & Foley: Includes all custom sound effects and foley (handmade noises and sounds)
Music Composition: Includes custom orchestral music track
Production Fee: Eralith Studios’ fee while overseeing all production, final editing, and distribution during and following the 4 month production duration.
As we are partnered with other production companies, we will be able to finalize the production schedule once our funding is secured. The rough milestones are as follows:
1-10 Dec 2017:
VFX: Commence creation of 3D assets.
Live Action: Commence location scouting and actor casting
10-30 Dec 2017:
Industry breaks for holiday season
Live Action: Shoot entirety of live-action footage
1 Feb - 14 Mar 2018:
VFX: Produce and render entirety of VFX portion
Audio: Compose music and Foley
14 Mar-Early Apr 2018
Post-production: Final application of Evolution corporate identity, including VFX app screen replacements and localization.
Assuming Evolution rollout has commenced, YouTube distribution will commence.
Working with the Dash DAO throughout 2017 has been an honour and a great pleasure. We thank you for your consideration and wish all of you a happy and prosperous 2018!
-Thomas and Pieter
-Thomas and Pieter