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WKS
Reverse Brief
What We Need to Know
→ Introduction
→ The Problem
→ The Audience
→ The Market
→ Key Messages
→ Personality
→ Deliverables
Introduction
IvyKoin seemed like a good idea at the time. But times have changed.
Meanwhile, Peazie
Time for Something New(co).
The Problem
Why you’re moving on from your old brand.
NewCo, it’s not me, it’s you…
Problem
Why is this a problem?
1
Not consumer focussed enough
Currently, Peazie/IvyKoin only really deals with B2B audiences: brands and financial institutions. With Lettuce, we want to be able to bring consumers into the conversation, too.
2
Needs to move on from the Crypto days of IvyKoin
IvyKoin was developed back when Crypto was all the rage. That sort of worked, but not really. And while the market took an early interest in the concept, it hasn't aged particularly well. It's time to close this chapter of the business and move on (without making it look dodgy).
3
Feels dated/living in the past
If we want to be on the forefront of consumer tech trends, we need to feel like we're living in the future, not the past. We need to understand the current aesthetic and ethical trends in order to be able to meet consumers where they are, and guide them into the future we're imagining.
4
Talk a lot of dollars, don't make a lot of sense.
Currently our family of brands is confusing — too many entities, too much jargon, too much going on. In an age of radical transparency and wokish tendencies, we need to make sure we're playing things with a straight bat. Connections between our own brands and businesses should be open and honest, every step of the way. Especially if we're going to be merging into Voltron later on.
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Target Audience
Who do you think you're talking to?
Audience
Audience
Name
Description
Age
Gender (is a construct)
What are they looking for?
1
Primary
Dani
Metamodern Consumer
15-24
Both
2
Secondary
Depend™
Brands + Businesses
35-44
Both
3
Tertiary
Danny
Advocate
25-34
Both
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Next Steps:
The Market
What are consumers expecting and demanding and how do we meet them where they are?
The State of the World
Mega-Trend
What consumers expect
How we meet their expectations
1
Intervention Seekers/Post-post-truth
Users are looking for brands to step in with responsible decisions and actions. Their trust of governments and authority is at an all-time low. They understand brand have the means and resources to help re-establish order in a dishonest world.
Use our resources to create the big changes; let users join in with small changes. Talk about our ambitions and our vision of the future. But beware: this will only work if people believe us. Brands and businesses have the opportunity to be trusted in this space (where governments currently do not) precisely because consumers have low expectations. If we can under-promise and over-deliver, be honest about our mistakes and learnings of the past, and keep our eyes firmly fixed on the future and where we want to be, we can lower our chances of pissing people off.
Think Kendall Jenner and Pepsi.
2
Give/Take dichotomy
Users are aware that they're giving away their data in return for some pretty underwhelming benefits — like having Siri listening in to every conversation so that you can ask her to schedule a meeting. But they also feel apathetic when it comes to changing their behaviours, or cutting useful tech out of their lives.
Showing users their value is a super strong play, as is giving them some reward for their good behaviour, rather than just punishing them for doing something that's harder to do. Users are used to giving away their data: if we can focus on who it goes to, and what they get back for it, we're hitting the ground running.
3
Youniverse/Me-commerce/Community
Users are used to the world conforming to their thoughts, feelings and preferences. But they're also keenly aware of the tastes and lived experiences of others. Now, more than ever, consumers are focussed less on "me" and more "we".
We can show the power of the multiplier effect; how small changes at scale become exponential over time. Think of it like compound interest.
Also, any customisation is good customisation. Table stakes for this is pretty low (look at the milage the Commbank App is getting out of being able to change a background) and we don't want to Jam Test our users, so let's focus on small changes to our brand and UI/UX that the user can track without getting lost or overwhelmed.
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3
Count
Our Competition
Direct
Indirect
Allies/Partners
Heroes
1
transaction and data led as per NewCo - but it would be naive to dismiss
them) - AUS/Global
(High quality business - Cashback, discounts, offers - huge business, acquired eBates) - US
UK/Global
2
local businesses - very SME focused) - US
(High quality business - Discount codes aggregator, plugin for browser, just bought for $4.0bn) - US
US) - US
3
(Market research for the mobile generation. Perksy powers real-time research with Millennial & Gen-Z audiences through mobile.) — US
unglamorous business but have been around for years and has market penetration - should be respected) - US
4
(Rewards Apps - cash and prizes - very similar to Swagbucks - ugly as sin but appeals to the mass market and should not be underestimated) - US
5
Great success story - uses Plaid as an integration as we would plan to ) - US
11
decent copy and branding)
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5
Count
Next Steps:
Key Messages
What our our main talking points?
Key Messages
Brand
Product or Service (What)
Benefits (Why)
Importance
1
Peazie
Plug + Play Digital Campaign builder
2
NewCo
Peazie
Compliance
We're setting the Gold Standard for data value and best practice.
3
NewCo
Peazie
Quality Conversations = Better Conversions
When advertisers and consumers are better connected, everybody wins.
4
NewCo
Own your data
Your data has value. You should be capitalising on it.
5
NewCo
Choose what to watch
Control what ads you see, have a better internet.
6
NewCo
Earn while you watch.
Get paid for something you're already doing. Money for nothing, clicks for free.
7
NewCo
Be rewarded for your loyalty
Create longer-lasting relationships with brands you care about. Win/win.
8
NewCo
Have a say/be part of the conversation
Change the way you internet, change the internet.
9
NewCo
Control which brands see you
Don't get spied on by capitalist creepos.
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Elevator pitch
Tweet the purpose
Get to the why in 144 characters or less.
Next Steps:
Personality
How do you do (you)? What personality are we looking to give this message of ours?
Your Traits
Trait
Riff
Score
1
Straightforward
The internet's a confusing place. Finance is complicated and opaque by design. So if we're going to include people in the conversation, we need to break things down and talk like humans. That doesn't mean that can't deal in complexity: we just need to make sure we're aware of time and place for both.
2
Idealistic
We imagine a world (and an internet) very different to the one we currently live in. We're always optimistic, always looking for how we can help small changes lead to massive change.
3
Brave
We're courageous. We are going where people don’t dare, so let’s go balls to the wall. We want to pave the way, and inspire our community to be brave too. Not in like, a Katy Perry way tho.
4
Trustworthy
We are a modern bank (of sorts), so being authentic is super important. We're secure (as can be). Compliance is big to us, and a huge helping hand to our partners. We need to make sure this is never in question.
5
Fun
We are in finance and data but we aren’t curing cancer. We need to have personality: rather than wanting to "be" fun, we want to have fun.
6
Caring
We're super supportive. We give a shit about our community. This is about giving back, not just taking. Win/win/win.
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6
Count
Next Steps:
The courage to be disliked:
View of Your Archetype
Type
Traits
Image
1
Friend
Stability, closeness, reliability and honesty.
2
Rebel
Innovation, difference, revolution and conviction.
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2
Count
Deliverables
Golden Path
What's your user journey How do they find out about you, and when do they find out about what else you can do?
What examples will we focus on in our Creative Direction?
Applications
Website
App
Social Media
Other (Optional)
1
Home
Introduction
Instagram Grid
EDM
2
How it Works
Onboarding (add your data)
Instagram Post Example
Email Signature
3
Download the App
Brand Marketplace (what do you want to watch?)
Paid Ad
Business Card
4
Brand Interaction/Ad
Teeshirt
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4
Count
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