Frankie’s Adv Review #1
Score: 100%
Coinbase
This commercial is not about pizza
Campaign: When I am looking at the result of this campaign I see how many hands money has to be passed through in order to be sent to a friend or family member. There is a clear and precise message showcasing how many variables are at play in which something could go wrong with money. From this I see that crypto is the mechanism to alleviate the middle man crisis around many financial decisions many have around the world. I see Coinbase wants to make crypto and being able to have and easier security financially accessible to the masses.
Creative: With the use of pizza as the metaphor Coinbase is trying to show how we don’t want this many hands on out money. I believe the part where the brokers each took a bite of the pie helps drive home how middlemen and fees are not helping those whose money it. That visual gives you a gross feeling especially as it will be delivered to be eaten by someone. Making it something that people often enjoy in an easy and straight forward way already extremely complicated shows what is actually happening when sending money back and forth. The creative is the easiest and most market friendly campaign.
Brief: I believe the brief to the creative team would have said “Make a process as hard and taxing as sending money”. The brief would tell the creative team to utilize heavy nostalgia and ancient technology to showcase the ancient ways of the current financial industry. Creative to must use light hearted but intentional jabs with global friendly use cases. With crypto being so new and very volatile the creative team needs to show the reason it works without having to complicate the backend of the technology. This brief needs allow for the creative team to utilize the best possible open ended market reach.
Messages: Messages that would be deemed necessary are a combination of ancient and overcomplicated. This will have a overall message saying the financial industry is too far behind many other industries in this age. A clear message of the start to finish of investing from the point of view of something simple instead of stock from an exchange. The message should showcase an ease of use for crypto even if the background tech may be a bit complicated for some to understand.This message will be the best to allow for the most reach amongst the target market.
Target Market: This campaign is aimed towards anyone 18 and older looking to find a way to have more freedom financially. This is a global campaign needing to showcase the ease of use of crypto. Since crypto is still early in its adoption the target market is still for those savvy or not with technology. The target market is open ended due to the fact everyone deals in currency and having crypto being the global currency allows many to talk the same language financially.
Business Objectives: The clients need to achieve mass appeal towards crypto. The most inclusive way to bring crypto into the everyday household. Coinbase has an objective to be the world leading exchange when it comes crypto. The effectiveness of this campaign needs to showcase how easy it is to use crypto as opposed to what is being portrayed. Creating a campaign that anyone can understand no matter their age with the use of archaic technology.
