SINGLE MINDED PROPOSITION:

Not properly managing your money is a hilariously bad idea.

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BACKGROUND

Creators Julie and Jesse used a set of four rules they found useful earlier in life for managing money which has now been developed into a repeatable system (2017). The rules are:

1. Decide what you want your money to do before you spend it. 2. Break up larger, less-frequent expenses into manageable monthly bills. 3. Change your budget as needed. 4. Only spend money that was at least thirty days “old.”

YNAB (“why-nab”) was launched in September 2004 and is currently available as a web application and mobile app that allows anyone to track their money and follow the rules for themselves. The application is available as a 34 Day trial, then costs $50 USD per year. The YNAB website has a wealth of support information to help people succeed in applying the method to their own lives. Most people using the system report gaining control of their finances, paying down debt, and creating savings.

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TARGET AUDIENCE

• Apathetic people who don’t yet feel the need to worry about their finances. • People who struggle to manage their money and are unconvinced to pay proper

attention to it. • Admin wary people who look for excuses to avoid solving problems • Tech savvy people who appreciate digital solutions and convenience

The target audience is characterized by their avoidant attitude towards admin, budgeting, and worrying about finances. This campaign aims to intersect these people at this stage and offer them relevant content (Felton, 2013, p.36).

KEY INSIGHT There is a sense of inner frustration that comes to the surface very quickly in many people if they don’t just leave their budgeting or other admin tasks in the too hard basket, and simply avoid them. An example of an equally powerful moment of decision driving emotion is needed.

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ONE PAGER

When you realise Flawed approaches to maintaining financial

peace of mind are shown to be common, while the moment of realisation something

needs to be done is expressed in an honest and relatable way.

OUTDOOR Moments of realisation are expressed in their simplest

form as print ads.

FACEBOOK Single Image and animated video based boosted and

sponsored posts. A month of savings winnable

by all followers who comment.

EMAIL NEWSLETTER CONTENT AND PROMO Existing and new subscribers will be encouraged to try YNAB

and learn more about it in order to succeed in using it. A month of savings will be on offer within 2 months of the campaigns launch winnable by all newsletter subscribers.

SPOTIFY Spotify Ads based on variation of

voiceover of web video script

WEB VIDEOS Hero videos give concrete

descriptions of the moment 3 characters ‘realise’ they need a budget

INSTAGRAM

Single Image and animated video based executions are delivered in

sponsored posts. A month of savings cash prize winnable by all followers who

comment.

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EXECUTIONS: PRINT/OUTDOOR

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MOCKUPS: PRINT/OUTDOOR

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OUTDOOR EXECUTIONS: The outdoor advertisements are designed to sum up the moment of realization that “You Need a Budget” in a slightly cryptic visual that requires a few seconds to figure out. The themes explored in the outdoor ads will be reinforced in greater detail if the user views the website out of curiosity.

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EXECUTIONS: SOCIAL

The outdoor assets can be resized and repurposed on social media, where carefully edited versions of each posts copy will be delivered in sponsored and boosted posts. This will encourage users more likely to relate to the details in the full campaign to discover the campaign and visit the YNAB website.

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EXECUTIONS: VIGNETTE VIDEOS

VIGNETTE VIDEOS The video executions are designed to add detail to the ‘When you realise’ campaign’s premise, using a lighthearted, conversational tone of voice, while revealing the strong emotion just under the surface. It is important that the videos explore the emotion behind this moment in detail as opposed to simply providing evidence about how much money or time can be saved by using the product. Pete Barry describes this as an idea to avoid in The Advertising Concept Book.

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STORYBOARD #1: THINGS THAT YOU MAY NOT HAVE NEEDED

“I woke up to the vague memory... that I had

purchased 8 different skeleton costumes on eBay the night before.

They all seemed so cheap and It was hard to choose just one.

Then I realised they all had international shipping costs attached, and most would arrive after

Halloween.”

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STORYBOARD #2: PERFECT JOB RIGHT NOW IS ACTUALLY THREE JOBS

“I was so lucky to find both these jobs that fit in around my study.

I just started another one as well… when the other two had gone quiet for a few weeks.

It seems like a lot of jobs are like that these days.

I guess there must be a way to make it work, at least I catch up on some study during the breaks.”

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STORYBOARD #3: WAIT, HOW MANY OF THESE HAVE I GOT?

“I bit off more than I could chew.

It feels like it was just a blur of buying and paying for things

I either needed or wanted.

It’s obvious the number of debts, cards and loans I have now is bad, even though I don’t usually worry

about numbers.”

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EXECUTIONS: PAGE ON YNAB WEBSITE

The “When you realise” page will match the formatting of the existing YNAB website, while delivering its own unique tone compared to the existing descriptions of the YNAB method, support, lessons and blog.

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There is a focus on the gravity behind the moment you actually realise the importance of taking action with regard to your own budget and financial and mental wellbeing. Assets including elements from the outdoor campaign, cut down copy inviting you to find out more and individual vignette videos are the main content of the page.

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These elements work in a similar way to the outdoor elements to further plant the seed required for viewers to start considering a system like You Need a Budget being necessary for them at some stage, however the page is also designed to funnel them to take action as soon as possible, or keep them connected via social media or email newsletter until they do take the first step.

“SIGNUP/STAY IN TOUCH” WEB OVERLAY

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Viewing the videos either individually or all together as a montage by clicking the larger play button at the top of the page all bring up a unique overlay as the video plays.

The user’s attention is focused on the video itself, with the rest of the page darkened. A compelling fact about the average savings of YNAB users is the end frame of the video, with viewers presented with two options: either ‘Try YNAB for 34 days’ or click the X to close the overlay.

Clicking the ‘Try YNAB’ button will present a new overlay offering immediate sign up as well as fast facts about the product itself, a preview of the more detailed content easily viewable in main parts of the YNAB website.

If the user clicks on: ‘TRY YNAB FREE FOR 34 DAYS

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Clicking the X to close the overlay presents a final overlay, this time presenting an offer to be entered to win a month worth of savings as a reward for signing up to YNAB’s email newsletter, or by following, and commenting on their choice of social media channel. The prize being equal to a month of someone’s budgeted expenses also provides incentive to try the YNAB product for themselves as it will allow the monthly prize figure to be calculated.

If the user clicks on the

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OUTCOMES:

Traffic should flow to both the YNAB app in the form of trial sign ups as well as users who decide to continue on as paid users as well as viewers of support material on social media and the email newsletter.

MEDIA MIX

TRAFFIC FLOWS TO

THE APP AND TO EXISTING RESO URCES

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Ad Shell to capture attention of people yet to learn about the product online.

Video assets used as hero elements on new tab of YNAB website.

Both Video and Image based executions can be resized and repurposed for social

media

Incentive for interaction with social channels and email newsletter

Links to existing assets (Lessons, rules, support) to encourage sign up and continued use of App

New sign ups!

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APPENDIX

CREATIVE BRIEF

YNAB “You Need A Budget”

Anti-Apathy Campaign BACKGROUND

Creators Julie and Jesse used a set of four rules they found useful earlier in life for managing money which has now been developed into a repeatable system. The rules are:

5. Decide what you want your money to do before you spend it. 6. Break up larger, less-frequent expenses into manageable monthly bills. 7. Change your budget as needed. 8. Only spend money that was at least thirty days “old.”

YNAB (“why-nab”) was launched in September 2004 and is currently available as a web application and mobile app that allows anyone to track their money and follow the rules for themselves. The application is available as a 34 Day trial, then costs $50 USD per year. The YNAB website has a wealth of support information to help people succeed in applying the method to their own lives. Most people using the system report gaining control of their finances, paying down debt, and creating savings.

PROJECT DESCRIPTION

An attention-grabbing campaign aimed at making people aware of YNAB and why they would want to use it. The measure of success if whether more people are willing to spend the time required to try it for themselves. The campaign will centre around the humorous chaos the average person applies to their own personal finances and shows using a tool like YNAB as a smart alternative

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resulting in savings and less stress. Exaggerated examples of relatable money related mishaps will be the focus of the campaign.

KEY INSIGHT Although YNAB has a great product, and a wealth of educational resources and support available online, the current tone of its advertising is a little bit preachy and dull. The improved mental health of those able to live far from the financial edge can be complemented with out of the ordinary examples of money related mistakes you can laugh at. The fact that money is a bit dull and frustrating makes it hard to engage with the average person about spending time and energy using a budgeting system.

There is a sense of inner frustration that comes to the surface very quickly in many people if they don’t just leave their budgeting or other admin tasks in the too hard basket, and simply avoid them. It is necessary to create human examples of the positive impact engaging with a set of rules or an app based system provides for thinking about and interacting with money, as well as keeping things light during the start of the conversation.

TARGET CONSUMER

• Apathetic people who don’t yet feel the need to worry about their finances. • People who struggle to manage their money and are unconvinced to pay proper

attention to it. • Admin wary people who look for excuses to avoid solving problems • Tech savvy people who appreciate digital solutions and convenience

OBJECTIVES:

1. Raise the profile of YNAB and create curiosity in people who would otherwise not take the first step to trying YNAB for themselves. Enough for them to sign up.

2. Make the voice of YNAB more relatable and responsive to the real feelings of those who are not yet converted into the YNAB way of thinking.

3. Actively recognize the apathy in potential users of the system and meet it head on with humour and relevance.

SINGLE MINDED PROPOSITION:

Not properly managing your money is a hilariously bad idea.

SUBSTANTIATION:

• Exaggerated examples of consequences of having an apathetic attitude towards money management are used to relate to the target audience.

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• Evidence will be provided of YNAB use as the perfect alternative as it saves money and keeps you out of trouble.

SUPPORT:

• A company like YNAB is in a unique positon of being able to have a more flexible approach to communication compared to other institutions charged with serious products like superannuation, bank products or taxes.

• If potential customers respond well to advertising content online it will create good word of mouth in the digital world where the app itself exists.

DESIRED RESPONSE:

• Many new users will hear about and try YNAB, and keep using it long enough to have its system impact their life in positive ways.

• The overall voice of YNABS marketing as viewed by someone who does not yet know what it is will appear more engaging, entertaining and valuable.

MANDATORY ELEMENTS:

What must be included:

• Call to action including Sign up link

• YNAB Social Links

TIMELINE:

Production on Campaign to start on 30th May.

Campaign to last 6 months, allowing multiple case studies to be documented during

people’s 2 month extended trials.