Since Credit Sesame's objective with this project reflects the need to craft different messages for different audiences (OR find the single message that works for everyone), this is NOT about finding an original or revolutionary approach to the execution. The creative asks, and your production requirements, are much simpler. Your videos should be testimonial in style, and you should limit yourself to a single physical location, with no cast beyond the principal cast. Credit Sesame is not completely averse to using a studio, but you'll have better luck if you can lock down a location that will allow you to shoot each actor as though they are in a different location: whether that means using multiple rooms within a house, multiple angles within a room, or clever production design choices. It's not necessary that the location appear different for each script; just for each actor.
Talent performances must feel authentic for a testimonial style video, so it is important that you cast well. Motion graphics allow you to give this more character and some unique flair, so you may also consider how that could kick this up a notch.
UNDERSTANDING DIRECT RESPONSE:
- A “direct response” spot is about presenting a specific problem & offering a specific solution. The ideal outcome of a direct response commercial is that the audience takes immediate action in response to the commercial, and that response is to visit CreditSesame.com, or download the Android and iOS app.
- You should review two recent examples of their testimonial-style direct response approaches HERE and HERE. Consider these so you can see how the problem and solution are laid out, how the benefits and features are clearly explained, and how dialogue, graphics, and text all support the main objective.
- You should highlight the problem (an essential pain point) for users: a fear, a frustration, or an out-of-reach desire: I don’t know my credit score, or I don’t understand what’s impacting my credit score, or I need to improve my credit score to get something. Customers care about products that solve their problems.
MESSAGING STRATEGIES: These are not scripts. They capture four different approaches to messaging the problems that consumers may be faced with, and how Credit Sesame offers a solution unique to that problem that can help them achieve their goals. Some key terms are stressed.
- Approval Odds & The Right Credit Card - Having the right credit card for your financial situation can make a HUGE difference when it comes to improving your credit score - and it could also save you thousands in interest payments. But many of us take the phrase, "You're approved!" for granted, and qualifying for the right card is not always that easy. For many people, the uncertainty around approval is the thin line between credit-worthiness and self-worth. That's the problem that this strategy addresses: not having the right card, and not knowing what you'll qualify for. The solution is how Credit Sesame empowers consumers with information and tools to find the right credit card, and specifically. The key differentiator to stress here is that Credit Sesame actually offers Approval Odds for potential credit cards that it recommends, and that should be stressed in the script.
- Navigate Financial Chaos - The road to credit worthiness is littered with complicated rules, jargon, and conflicting information. How are we supposed to improve our credit if we can't even navigate the system to begin with? Credit can be overwhelming, chaotic and confusing, no matter where you are on your journey - and that's the problem this acknowledges. The solution is how Credit Sesame can help you understand credit, break down the complexity, and translate it all into clear, simple actions that chart the path to your goals. This strategy must primarily recognize that lack of understanding is a big hurdle for people, but a secondary hurdle is that many people feel that a lack of money means that they can't improve their credit too, not realizing that they have other means to improve credit (like finding the right credit card).
- Your Guide to Credit Strategy - So you've got your eyes on a prize, but your credit score needs some serious work. Now what? This isn't a quick fix and you're not just looking for a handful of recommendations: you need a real plan - and someone to shepherd you through it. There's your problem. Credit Sesame can make your credit journey feel natural, valuable, comfortable; the solution is that they're the guide that can provide you with a toolkit to understand your credit, and chart a path with clear, simple actions that will help you reach your goal. They'll be there every step of the way on your credit journey, whenever you need more guidance or insights. The key differentiator is that Credit Sesame can be your guide to credit wellness and strategy, and working in those words is critical.
- Claim Your Apartment - A credit score can be the difference between snagging the apartment you love, or settling for the apartment you can get. Right now, it's holding you back from reaching your goal - and that's the problem. You're not looking to settle, and you know that improving your score will not only help you qualify for that apartment, but it'll help you save money on interest rates and keep more money in your pocket. It's a one-two punch that'll bring some much-needed stability in life. Credit Sesame can empower you to rewrite your financial story and achieve the creditworthiness that'll bag that apartment, with killer info, tools, and a supportive guide along the way - there's your solution. Note that this strategy shifts the focus of the conversation to the consumer's goal: an apartment, and the stability it provides. There's still a problem/solution structure, but it's important to focus on this relatable consumer goal and connecting it what Credit Sesame can offer.
ASSETS:
- You will be provided with brand logo, fonts, colors, and iconography.
- You can review Apple Store guidelines HERE.
- You can review Google Play Store guidelines HERE.
Understanding "credit" is challenging, much less trying to navigate a scoring system full of complicated rules and conflicting information - but Credit Sesame happily accepts that challenge. For nearly a decade they've been working to transform a complex financial concept like credit into something more tangible; a tool that every person can use to better their lives. However, since every person also comes with their own unique concerns and aspirations, Credit Sesame needs to craft different messages for different audiences - OR find the single message that works for everyone. With that in mind, the goal of this project is produce a suite of simple, direct response testimonial-style videos where four messaging strategies can be paired with different actors, and then tested on certain key demographics.
Credit Sesame will provide the four Messaging Strategies (in the Additional Details below), which you can use to write four scripts. Each of the four scripts should then be performed by three different actors, all shot at a single location, with on-screen text to reinforce the messaging. Credit Sesame will provide clear guidance on casting and graphics, as well as a detailed brand guide.
DELIVERABLES: There will be twelve (12) videos total, each 15 seconds long.
- (3) Messaging Strategy #1 Videos: w/ Female Lead A, Female Lead B, and Male Lead
- (3) Messaging Strategy #2 Videos: w/ Female Lead A, Female Lead B, and Male Lead
- (3) Messaging Strategy #3 Videos: w/ Female Lead A, Female Lead B, and Male Lead
- (3) Messaging Strategy #4 Videos: w/ Female Lead A, Female Lead B, and Male Lead
TIMELINE: For the full project timeline please see the Assets tab. Note that the timeline is fast-moving and abbreviated. Credit Sesame is looking to deploy fast, and you will need to put the production together rapidly.
EXPOSURE: Videos will be delivered to a testing service and played for a controlled audience reflecting the different demographics that Credit Sesame wishes to target. Videos may also see a limited test run on select broadcast TV channels.
TARGET AUDIENCE:
- Credit Sesame is US-only, and not available for international consumers.
- The audience skews younger and female, and most consumers tend to have a modest household income, with some amount of existing credit card debt.
- They are motivated by a wide range of different situations and goals, but they typically have a limited understanding of credit.
- For this project, videos will be tested against men & women from four demographic segments: ages 18-24, 25-34, 34-49, and 50+.
TONE: Precise, direct, authentic, giving, spirited, and confident.
EXECUTIONAL MANDATORIES:
- You MUST feature (or mention) Credit Sesame in the first 3 seconds, with graphics & text, VO, or dialogue.
- You MUST mention “Credit Sesame” at least 2 times in VO or dialogue.
- You MUST state that Credit Sesame is completely free at least 2 times in VO or dialogue, and reinforce it with text or graphics.
- You MUST use motion graphics to reinforce the message. You can't rely entirely on dialogue and VO, as viewers need to "get it" without necessarily hearing the audio, and that underscores the need for graphics and text. Brand logo, fonts, colors, existing graphics, iconography, and some in-app animations can be provided, but you will still need some original work.
- You MUST end with an explicit Call-to-Action and End-Card. This Call-to-Action can be either dialogue or VO, and may be supported with text. The end-card must include CreditSesame.com as text on-screen, as well as graphic bugs for the iPhone App Store and Google Play.
- Talent MUST speak English with an American accent, as Credit Sesame is US-only, and you should ensure that your locations don't feel too coastal (i.e. no palm trees).
- You CANNOT explicitly say that Credit Sesame directly improves your credit score. Credit Sesame can provide consumers with a strategy and can help show you how to improve your credit.
- You CANNOT mention any of Credit Sesame’s competitors. There is already some confusion in the market with CreditKarma and we don’t want to add to it.