BACKGROUND ON MORE REWARDS CARD:
NAVY FEDERAL SOCIAL CHANNELS:
SAMMIE THE SEA OTTER:
HELPFUL REFERENCE VIDEOS THAT NAVY FEDERAL LIKES FOR INSPIRATION:
In a time when every dollar counts, Navy Federal Credit Union is helping members make smart money moves with low fees, great rates, and a full lineup of financial services. As the nation’s largest credit union, they proudly serve the military community with accessible banking, financial education, and top-notch support. However, the current financial volitility is driving fluctuations in the economy and impacting prices globally. In the US, consumers are feeling those shocks most acutely in the prices of gas and food and are struggling to find a way to make their household budgets work while accounting for these new, higher prices. That's where Navy Federal comes in and specifically with their More Rewards Credit Card. They want to make a suite of assets that reach their members and communicates how the More Rewards credit card can help ease members’ financial burdens.
The goal of this project is to create two short, social-savvy videos that can speak to both Navy Federal's current members as well as new prospective members, driving brand awareness and encourages them to check out or apply for the More Rewards Credit Card. To do this, Navy Federal wants 2 different fun, relatable - and maybe slightly offbeat - bite-sized social videos. One video will focus on broad awareness of the More Rewards Credit Card and its benefits and the other being a more focused video aiming to get members to apply for the card. These are brand-awareness pieces, so while the tone can be light-hearted and humorous we still want the main focus to be the brand. In terms of the execution and messaging, Navy Federal wants to position the More Rewards Credit Card as the card that comprehensively rewards the typical household budget for members who are feeling the pain of price increases at the gas pump and grocery store. More Rewards offers 3X points on a wide range of common expenses, including gas, commuting - public transit fares, tolls, rideshare services, etc -, and food - groceries, restaurants -, that are frequently the biggest spending categories for families. Competitor cards don’t typically offer a rewards rate as high across as vast a range of everyday categories all at once, instead usually focusing more on one category like gas or dining. This makes More Rewards the most versatile everyday card to help families and households overcome the current difficult circumstances.
The two videos do not need to take the exact same approach, so you have a lot of flexibility and latitude, as long the creative approach helps drive the messaging as long as the creative approach clearly communicates the More Rewards Credit Card's unique benefits. Messaging will obviously be key here, and to that end, they'll be providing an overview of the important information that they'll want to touch upon for each video, but ultimately it will be up to you to take that overview, distill it down, and craft it into a cohesive script. You can find some (but not all) of the key messaging points in the Background.
In terms of creative approach and format, Navy Federal is primarily looking for live-action, and to communicate the message, you can run with voiceover, direct-to-camera dialogue, or even dialogue between talent. Knowing that the brand is looking for particularly savvy social content, "live-action" can include everything from selfie-style content to green-screen explainer formats with real talent and key visuals, or even more social-specific approaches like Vlogs, Get Ready With Me's, testimonials, skits, or some other recent trend as long as it fits, and makes sense for that video. Think about scenes or concepts that might touch on the themes and struggles that Navy Federals - and let's be honest, likely the majority of Americans - are struggling with in the current economy and then weave in the More Rewards perks along the way.
In terms of execution, this can either be smartphone-shot content with more limited lighting and production design, or it can be (a little) more polished and professional, as long as the core focus remains on the benefits of being a Navy Federal member and the specific goal of that video. It is not necessary for you to have a large team or extensive production capacities to execute this project. As previously mentioned at their heart, these videos are brand awareness pieces that will prompt viewers to visit Navy Federal's website or apply themselves for the More Rewards card. That messaging to check out the Navy Federal website will be handled in the post copy so no need to include that CTA in the videos themselves. They're not looking for overly elaborate "commercial" executions and the brand is most interested in having these videos feel native to social platforms. They do not want these videos to come off as generic, obvious advertisements.
Captions (burned-in, per provided style guide) are required for all spoken content, so please plan your visuals accordingly keeping in mind safe zone placement on social channels, specifically adhering to Reels safe zones. Each video will be delivered in 9x16, 1x1, and 2x3.
FOR YOUR PITCH: Your pitch treatment should include at least one approach to either the broad awareness video or the video aiming to get members to actually apply for the More Rewards Credit Card. We want to know how you would execute the videos, making them feel bespoke to the specific goal while fitting into Navy Federal's style/voice. Navy Federal will work with the greenlit filmmaker to hone the creative approach, and also decide on what topics/benefits to include. Feel free to include links to any existing TikTok videos (they don't have to be your own) that represent the style you'd be aiming for, if applicable.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 6 total video assets.
EXPECTED TIMELINE: HERE
RELEVANT ASSETS: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as we CANNOT guarantee that usage is limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE:
TONE/FEEL: Engaging, informational, entertaining, relatable, clever, fun, lighthearted.
EXECUTIONAL MANDATORIES:
AI USAGE: You may not use AI generated visual or audio assets in your final content. However, for the purposes of your pitch and pre-production materials, you are welcome to use generative AI to create visuals, storyboards, animatics, proofs-of-concept, etc. that might help the Sponsor understand your vision for creating the final content. Additionally, assistive AI tools (e.g. object removal, compositing, color grading, sound mixing, subtitling, etc.) may be used in post-production to supplement your workflow. Please keep record of any AI usage deployed in your submissions in the event that the Sponsor requests AI disclosures. If you have questions about any specific usage or tool, please ask your Tongal producer.
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors. Unless specifically requested, there's no need to include a budget with your submission.