1. Client : Venmo Date: November 28, 2016
Project: Venmo’s Creative Brief Team: Prestige Worldwide
Creative Brief
1. WHY IS THIS BRIEF HERE - What is this ad/campaign trying to accomplish?
To distinguish Venmo from the usual apps in the payment category by showing how Venmo is the fun way to pay.
2. Who are we talking to (Beyond demographics. What is their mindset)?
“The Here and Nows”. The people that spend their money in the moment and shareeverything they do.
3. What do they think of us/our product or service now? Our competition and our market in general?
The Here and Nows think Venmo is justanother money transferringapp in the industry.They find competitors to be
boringand bland.
4. What would we like them to think?
We want customers to think Venmo can be a relationship enhancer among users.
5. What is the ONE, SIMPLE IDEA that will make them think this way? What do we have, that the customer
wants, that the competition can’t or isn’t giving them?
Connect with others by sharing money and memories.
6. What supports the one, simple sentence (reasons to believe)?
Venmo was created to be a fun, social app thatallows instantmoney transferringwhile connectingfriends.
7. What is the tone of the communication?
Inclusive: Venmo is a collaborativeexperience between users that anyone can use and enjoy.
Entertaining: Venmo takes the boredom out of money transferringby allowingusers to make lightof a serious aspect
of life.
Rebellious: Venmo stands out by being an alternativeto the mainstream,cut-and-dry apps in the payment category.
8. What are the mandatories? (timing, product specs, logo/tagline, client mandates, etc.)
Venmo’s logo and tagline
9. Finally, if you were writing a print ad for this brief what would the headline say?
Share everything.