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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.
It was the height of the crypto markets, when every Tom Dick and Harry thought they were going to be billionaires from crypto projects. IvyKoin was developed as a blockchain-based cryptocurrency and payment system for business transactions (typically USD$10K+). By making the buyer/seller relationship more transparent (KYC + KYT), creating a trusted, transparent ledger to trade against, and focussing on risk mitigation (compliance with international regulatory, legal, and reporting standards) more conservative financial institutions could gain access to the volatile upside of cryptos for payments, billing, and even lending. Like a fiat for cryptos.
That sort of worked. But not really. And while the market took an early interest in the concept (and the token), actual uptake was over-estimated.

Meanwhile, Peazie
Peazie's a consumer data acquisition company, and a creative partner for brands looking to do online brand activations. Which means Peazie is essentially a digital media agency that helps brands publish campaign-specific microsites.
Using a proprietary tech platform for publishing content and capturing leads and conversions, and a data-led approach to acquiring new users, Peazie can help brands see massive ROI on their digital ad spend, and also yield deep data on their most active consumers. They help facilitate a 1:1 relationship between brand and audience.
While it is a market leader in capturing marketing User consent, with over 10 million leads and over 3000 campaigns for hundreds of brands, agencies and publishers, there's only so much that Peazie can do without bringing the audience into the conversation.

Time for Something New(co).
Privacy and data are at the forefront of tech right now. Big data has made everyone's lives a lot easier (ish), but if knowledge is power, it's left all the power in the hands of a few. By making Users conscious of their data — what it's worth, who's tracking it, and what is done with it — NewCo believes it can co-create a product that can help change the way the internet works.
In essence, NewCo wants to develop a data market that sets the gold standard for the attention economy.
By bringing the learnings and tech from both Ivy and Peazie together, and bringing the User into the conversation, NewCo wants to take the 1:1 relationship that's worked so well for Peazie as a foundation for further growth.
The Problem
Why you’re moving on from your old brand.
NewCo, it’s not me, it’s you…
0
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?
While we understand that you want to work with a diverse audience of minorities, we're aware of a couple of things:
We're likely not launching in the US. And we don't have a huge Hispanic community in Aus.
While demographics are still relevant, they're ever-less so, especially with the Gen Z set. Gender's not even really a thing anymore. Age is a number. It's more about what you want, and what you're looking for, than the stats in your bio.
We want to be cautious of pandering our brand, messaging or TOV to any one culture or race. We don't wanna come off all...
source.gif
We need to be looking past just the end consumer, especially as we consider Peazie in the mix. We need to bring brands into the conversation.
We think that our "Advocates" audience can incorporate the more legislative set too: people who aren't necessarily going to benefit directly, but are more interested in changing the way things are.

Audience
1
Audience
Name
Description
Age
Gender (is a construct)
What are they looking for?
1
Primary
Dani
Metamodern Consumer
15-24
Both
Lifestyle offset
To earn money where they can
To be responsible with their finances and decisions
To feel part of the conversation (and the way the world works)
Fairness/To not be taken advantage of
Personalisation and recognition of their own personal tastes or story
2
Secondary
Depend™
Brands + Businesses
35-44
Both
Marketing/budget offset
Return on Marketing Spend
Warmer leads
Higher conversion metrics
Acquisition and retention of new customers
(Dollars)
3
Tertiary
Danny
Advocate
25-34
Both
Change and disruption to the way the world works
To be seen as thought leaders/influential thinkers
To offset guilt or ennui
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Next Steps:
Full bios to come in Brand Strategy


The Market
What are consumers expecting and demanding and how do we meet them where they are?
This is a look at the mega-trends we discussed, and what they mean to us specifically.
The State of the World
0
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/Comm
u
nity
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
1
Direct
Indirect
Allies/Partners
Heroes
1
(Bringing brands and consumers - is heavily social led vs being
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
- (Peazie customer - great example candidate - have had early conversations) - Australia
(consumer finance, innovative, has scaled, beautiful product design) -
UK/Global
2
(Mobile app which connects to spending patterns, bank cards and
local businesses - very SME focused) - US
(High quality business - Discount codes aggregator, plugin for browser, just bought for $4.0bn) - US
Government agencies mandating Data Privacy:
(top 10 App providing payment/digital banking solutions to minorities in
US) - US
3
(Market research for the mobile generation. Perksy powers real-time research with Millennial & Gen-Z audiences through mobile.) — US
(Rewards App - tasks, surveys, market research, very
unglamorous business but have been around for years and has market penetration - should be respected) - US
Professional firms in Data Privacy space:
(Consumer finance, digital banking competitor to Revolute) - UK/Global
4
(Using your influence to influence and gain incentives) - US
(Rewards Apps - cash and prizes - very similar to Swagbucks - ugly as sin but appeals to the mass market and should not be underestimated) - US
Publications in the Information Security (InfoSec) space:

(Consumer credit platform which uses data ontop of credit scoring)
5
(consumer finance, slick and simple - branding is a little male focused -
Great success story - uses Plaid as an integration as we would plan to ) - US
6
(fresh, current, trustworthy)
7
(Democratized investing)- US
8
`
(Robo advice/investing) - US
9
(B2B platform for transactions) - US
10
(Consumer finance helping consumers manage debt) - US
11
(website content only - is too crypto/ dark and heavy, just has
decent copy and branding)
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5
Count
Next Steps:
Full Visual Field™ of our competitors to come in Brand Strategy


Key Messages
What our our main talking points?
Peazie and Lettuce are essentially two sides of the same coin. We need to consider where there's crossover, and where we're talking to an entirely different audience.
Key Messages
1
Brand
Product or Service (What)
Benefits (Why)
Importance
1
Peazie
Plug + Play Digital Campaign builder
Get high ROI on your marketing spend
Do fast sampling/sales/giveaway offers
Instant compliance
Customer segmentation allows you to better understand who's engaging with your brand
Higher customer engagement
2
NewCoPeazie
Compliance
We're setting the Gold Standard for data value and best practice.
3
NewCoPeazie
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
By tracking User behaviour and assigning a value to User's attention, NewCo can help Users turn their data + digital activities into rewards and currency. By creating a platform for brands and consumers to interact (Peazie) a currency and payments system for users and brands to trade in (IvyKoin + Rewards), NewCo wants to be a model for a new internet economy, and a vision of a future where data is transacted, privacy is privileged, and brands and consumers can have open, honest, and human conversations.
It's about facilitating conscious consumption. Creating conversational capitalism. Changing the status quid pro quo.

Tweet the purpose
Get to the why in 144 characters or less.
"Change the way we internet to give consumers a voice in the attention economy. "

Next Steps:
We're going to re-write your Elevator Pitch and Purpose into something sexier and slicker.
We're going to turn your key messages into a super-clear What/Why/How matrix.
This will become soundbyte-size chunks to be used across all comms.
We'll assign messaging to each brand. If there's overlap of messaging across both, we'll show how we spin the message slightly differently for each.
We'll establish a clear messaging hierarchy so we know what the most important talking points are (what to lead with, what to follow up with).
We'll apply tone of voice.
Personality
How do you do (you)? What personality are we looking to give this message of ours?
We've cut this down based on which traits were most popular, and which traits we believe will give us the most cut-through while still staying authentic to who we really are.
Your Traits
2
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.
No results from filter
6
Count
Next Steps:
We'll work these words and ideas into something a lot more succinct and personalised.
They'll probably rhyme or alliterate, because that's how you do #brandstrategy.

The courage to be disliked:
View of Your Archetype
2
Type
Traits
Image
1
Friend
Stability, closeness, reliability and honesty.
LAM003F_ILLUSTRATION_PERSONAS_02CL-01-1.png
2
Rebel
Innovation, difference, revolution and conviction.
LAM003F_ILLUSTRATION_PERSONAS_02CL-01-4.png
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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?
We've taken what you've given us here and added some steps that make sense to us. This isn't set in stone — it's more for us to figure out what our deliverables are.
→ User discovers newly launched campaign on brand's Instagram
→ Redirected to campaign website
→ Inputs data to view/receive offer
→ App CTA
→ Downloads Lettuce app
→ Onboarding by inputting necessary data (demographic data, transactional data, location data)
→ Directed to campaign marketplace

What examples will we focus on in our Creative Direction?
Applications
0
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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