Pieter Eralith
Member
Project Jet Plane - YouTube Dash commercial, 2500+ views per day for 60 days.
Help us to advertise Dash to 2500+ potential Dash users a day for 60 days!
Help us to advertise Dash to 2500+ potential Dash users a day for 60 days!
Amount: 148.31 Dash
Time: Two months (two payments of 74.16 Dash)
The storyboard video is here:
The treatment documentation is here:
https://drive.google.com/open?id=0B2zEadXolbddLXdQOHNUdUZuSTg
UPDATE| The concept art is here:
https://drive.google.com/file/d/0B2zEadXolbddZFB4N1ZrNlpId28/view?usp=sharing
The budget: (calculated at 1 Dash = 175USD)
Total: 148.31 Dash, paid in two instalments of 74.16 Dash each.
We've been advised that some members of the DAO might prefer to launch with a higher distribution budget. Please vote on the poll above!
Proposal Details:
In light of the success of our first ad campaign, we presented the Dash community with a choice of two storyboards.
https://www.dash.org/forum/threads/poll-vote-on-our-next-animated-dash-commercial.15275/#post-129582
The community chose Project Jet Plane by an overwhelming majority. We are very excited about this because it ties in perfectly with the Dash Aerosports team led by Scott Farnsworth.
Who we are:
Eralith Studios is a brand new startup advertising studio in Cape Town, South Africa. We have sold our first Dash commercial to the Dash DAO, which is now running as a successful YouTube campaign. We promised the Dash Dao 1000 views per day, and we are getting more than that!
Here is the first ad. (And please note the view count!
)Pieter Louw is a 3D computer animator with 6 years of experience. He spent the last three years freelancing in the advertising industry. His latest demo reel is here:
Please refer to the description below the video for Pieter's contribution to each clip.
An older demo reel is here:
Thomas du Plessis is a final year animation student at The Animation School in Cape Town. His latest animation project won 2nd prize for Best Student Character Animator at the Cape Town International Animation Festival in 2017.
His demo reel is here:
Charl du Plessis is a chartered accountant with three decades of business experience.
Lastly, Cape Town is the media industry hub of Africa with a large community of highly skilled freelance artists, animators and videographers from which freelance workers may be drawn at very competitive prices.
We are invested in Dash.
The Ad Campaign
a. Target audience
Our target audience is people who are new to Bitcoin, but may not be aware that there is an alternative to Bitcoin available with much better features that will ensure its long-term usability and growth. Cryptocurrencies in general and Bitcoin, in particular, have experienced a massive bull run in the last few months, with the total market cap exceeding 110 billion US dollars.
Despite the growth of altcoins, Bitcoin is still the market leader. The reason is not that Bitcoin has superior technology, features or advantages, but simply its first mover network effect.
Because of the YouTube ad targeting algorithms, we have been able to target our first ad with surgical precision to people who are newly interested in Bitcoin. When better informed, a significant percentage of new Bitcoin users should migrate to Dash.
b. The message
Dash is the digital currency with the fastest transaction confirmation times. While waiting for other digital currency transactions to be confirmed is a drag, transacting with Dash is lightning fast, and fun.
While the ad does reference Bitcoin as the slower digital currency, the storytelling will appeal to anybody who ever had to wait more than a day for a bank transfer to come through. We therefore believe that the ad will have universal appeal, even to people who are new to cryptocurrencies. It is specifically for this reason that we refer to “digital currency transactions” instead of “cryptocurrency transactions.”
The voiceover states: “For lightning fast digital currency transactions, you need Dash.” This message is reinforced at the end with the text, “Dash is Lightning Fast Digital Cash!”
c. The format
The commercial is designed to run in-line before YouTube videos. It is a 30-second long story-driven ad with animated characters and a distinctive art style. Because the viewer may click away from the ad after 5 seconds, we try to pack as much message as possible into those first five seconds.
d. The YouTube campaign.
The ad will run in line before YouTube videos. It will only be served to viewers who have been watching videos on Bitcoin or other cryptocurrencies. We aim to have 2500 views per day for 60 days. We will evaluate YouTube’s Adwords analytics of this campaign to gauge its efficacy, and report on them regularly.
d.i. Renewal of our first YouTube ad campaign
We also budgeted for the renewal of our first YouTube ad campaign for 1000 views a day, for 60 days: From the start of July until the end of August.
e. Production milestones.
This project is much more complex than the solid surface animation we did for our first ad. It has rigged animated characters, a whole cityscape with buildings, cars, bobble head dashboard figures and a jet plane that flies above the city grid. The production cost is therefore significantly higher, and it will take much longer to produce. We will be contracting freelance animators for this project.
Our target audience is people who are new to Bitcoin, but may not be aware that there is an alternative to Bitcoin available with much better features that will ensure its long-term usability and growth. Cryptocurrencies in general and Bitcoin, in particular, have experienced a massive bull run in the last few months, with the total market cap exceeding 110 billion US dollars.
Despite the growth of altcoins, Bitcoin is still the market leader. The reason is not that Bitcoin has superior technology, features or advantages, but simply its first mover network effect.
Because of the YouTube ad targeting algorithms, we have been able to target our first ad with surgical precision to people who are newly interested in Bitcoin. When better informed, a significant percentage of new Bitcoin users should migrate to Dash.
b. The message
Dash is the digital currency with the fastest transaction confirmation times. While waiting for other digital currency transactions to be confirmed is a drag, transacting with Dash is lightning fast, and fun.
While the ad does reference Bitcoin as the slower digital currency, the storytelling will appeal to anybody who ever had to wait more than a day for a bank transfer to come through. We therefore believe that the ad will have universal appeal, even to people who are new to cryptocurrencies. It is specifically for this reason that we refer to “digital currency transactions” instead of “cryptocurrency transactions.”
The voiceover states: “For lightning fast digital currency transactions, you need Dash.” This message is reinforced at the end with the text, “Dash is Lightning Fast Digital Cash!”
c. The format
The commercial is designed to run in-line before YouTube videos. It is a 30-second long story-driven ad with animated characters and a distinctive art style. Because the viewer may click away from the ad after 5 seconds, we try to pack as much message as possible into those first five seconds.
d. The YouTube campaign.
The ad will run in line before YouTube videos. It will only be served to viewers who have been watching videos on Bitcoin or other cryptocurrencies. We aim to have 2500 views per day for 60 days. We will evaluate YouTube’s Adwords analytics of this campaign to gauge its efficacy, and report on them regularly.
d.i. Renewal of our first YouTube ad campaign
We also budgeted for the renewal of our first YouTube ad campaign for 1000 views a day, for 60 days: From the start of July until the end of August.
e. Production milestones.
This project is much more complex than the solid surface animation we did for our first ad. It has rigged animated characters, a whole cityscape with buildings, cars, bobble head dashboard figures and a jet plane that flies above the city grid. The production cost is therefore significantly higher, and it will take much longer to produce. We will be contracting freelance animators for this project.
For this reason we have decided to make this a two month proposal with specific production milestones before each voting deadline.
Dates
June 16 2017:
- Release of Week 1 analytics of our current YouTube ad campaign.
June 19 2017:
- Release of concept art. This is a document that displays refined character and environment paintings that encapsulate the production look and feel.
June 20 2017
- Posting of proposal to Dashcentral.org
June 23 2017
- Release of Week 2 analytics of our current YouTube ad campaign.
- Release of 3D model showcase. This is a document that displays uncoloured 3D assets in order to convey shape, scale and volume.
- Release of character showcase. This is a document that displays 3D character designs.
June 28 2017
Release of environment render.This is a document that displays the 3D environment with objects arranged inside it.(This was a scheduling error, sorry. We will update this milestone in July)
June 30 2017
- Release of Week 3 analytics of our current YouTube ad campaign.
- Proposal voting deadline
July 07 2017
- Release of Week 4 analytics of our current YouTube ad campaign.
July 26 2017
- Upload of the final commercial.
Thank you for your continued support! Our experience in the Dash community so far has been nothing short of amazing.
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