Content Writing

  • Tila: Closed
  • Palkinto: $269
  • Vastaanotetut työt: 26
  • Voittaja: wawa84

Kilpailun tehtävänanto

This project is to write a TV commercial for a Money Transfer company in the U.S. Attached please find a brief that provides some details about this project.
It has to be an emotional creative that will touch people's heart and engage with the desired target audience.

DATE: October, 2018
CLIENT: MONEY TRANSFER
PROJECT: TV Commercial Spot


What:

Create a 30 sec TV Spot for a Money Transfer App to be used in a TV buy.

The Product (product overview and what makes the product different in comparison to competitors):

The MONEY TRANSFER APP allows you to send money to 48 countries with over 300,000 payout locations. Your first transaction in the app or online is FREE.

The MONEY TRANSFER app has very competitive FX and Pricing. For subsequent transaction, fees start as low as $1.99. The MONEY app allows you to do quick repeat transactions with just one tap.

Who are we talking to?

Our core audience are Hispanic & African Adults 18-49 who recent (last 10-15 years) arrived to the U.S. and they have their family and friends back home. The core audience is acculturated and is banked (has debit/credit card), has a smartphone, uses the internet and sends money online to their loved ones back home.

Our biggest challenge is to get these consumers to switch from other competitors and try the Money Transfer services. They must trust the brand to send money back home and know that their money will arrive safely and quickly to their beneficiary.

Our top destinations from the MONEY Transfer app are:
Hispanic: Dominican Republic, Mexico, Guatemala, Honduras, El Salvador, Colombia, Ecuador, Peru
Africa: Nigeria, Ghana, Senegal, Kenya


What should be our message and voice?

The commercial should show the emotional bond that exists between the sender and receiver when sending money. The sender is frequently seen as the hero of their loved ones and family back home. They left their country and their family to work and be able to send their hard-earned money back home.

It has to be an emotional and nostalgic TV Commercial.

Suositellut taidot

Työnantajan palaute

“Brilliant ideas for my TV content commercial.”

Profiilikuva dsaldeno, United States.

Kilpailun parhaat työt

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Julkinen selvennystaulu

  • whetstoneedits
    whetstoneedits
    • 1 viikko sitten

    Mark, I initially missed the first two sections of your three-part message from the other day. More strong points. Thanks for your kind words, for contacting support, and thank you for sharing your family's story. It resonated with me (as I'm sure it must with many others as well).

    • 1 viikko sitten
  • whetstoneedits
    whetstoneedits
    • 2 viikkoa sitten

    Mark, I didn't initially see the racially stereotypical angle in the winning script. Thank you for your observations as it is a fair point.

    My view was that the couple was elderly (no longer working) and relied on their son (or relative) to help them with their needs. Perhaps it is more cultural/regional (as even in the West, often parents/elders rely on their children to take care of their needs).

    Granted, your observation is a good one and I cannot discount it or the possibility it could be offensive.

    I do wholeheartedly agree that the winning script didn't pull on the heartstrings at all; it went for an eye-catching and funny advertisement which can often be effective but was not what the client requested at all.

    Always enjoy reading your comments, Mark (and I also withdrew my entries, to be honest). I'm willing to work with the client if they change their mind or realize the offense the winning ad might cause.

    • 2 viikkoa sitten
    1. DepartmentS
      DepartmentS
      • 1 viikko sitten

      Well, here's hoping Freelancer agree - I reported the Contest and the winner as not being fit for brief. In any degree of fairness - based exclusively on the brief the Contest Holder themselves set - they *should* make a secondary purchase of at least one entry (such as your own) that actually did as the brief called for.

      Naturally, I'm not holding my breath, but - when a Contest sets a brief and people fulfil it - those individuals have both accepted and fulfilled a contract - which the brief legally constitutes.

      Because the winning entry deviates so completely from the brief as set - it should be the secondary purchase, not first....

      • 1 viikko sitten
    2. DepartmentS
      DepartmentS
      • 1 viikko sitten

      If any of you want to copy and paste anything laid out here for filing a report with - help yourselves, I ran it past a lawyer - it stands consideration.

      The more we allow things like this to pass - unchallenged - the more they're going to happen. So, all the best to anyone whose still in the game - good luck. I'm staying out of it still, but by all means - help yourselves to whatever's useful.

      My best to you,

      M : )

      • 1 viikko sitten
  • whetstoneedits
    whetstoneedits
    • 4 viikkoa sitten

    Congratulations, Carol. Strong concept.

    Contest Holder, if you would like to purchase any other entry as a runner up (even a withdrawn entry,), please feel free to contact that freelancer directly to negotiate rates and complete official handovers.

    Thanks for a good contest.

    • 4 viikkoa sitten
    1. DepartmentS
      DepartmentS
      • 2 viikkoa sitten

      Thanks for the offer there, Whetstone E - but you can be counting me out of that deal, if it's all the same to you. I pulled my work from this contest for a reason and it's staying pulled as long as I live.

      Aside from being inexcusably detrimental both towards and about Hispanic people - all of whom are depicted as lazy, indolent and expecting handouts, not actively prepared to work and provide for themselves in anyway, shape or form - the winning entry bears zero resemblance to anything set in the brief, which states: "It has to be an emotional creative that will touch people's heart and engage with the desired target audience."

      Other than the inherent racism of the winning entry seriously making ones blood boil - this whole thing gets 0/10 from me.

      I honestly haven't ever read a more offensive script treatment awarded here as I have here read anywhere this past 30 years.

      It's obscene.

      • 2 viikkoa sitten
  • karabalsagun
    karabalsagun
    • 1 kuukausi sitten

    Check #22 , please, the boss might choose it for the next commercial film.

    • 1 kuukausi sitten
    1. faridaahmad765
      faridaahmad765
      • 1 kuukausi sitten

      Good Concept, I guess!

      • 1 kuukausi sitten
  • faridaahmad765
    faridaahmad765
    • 1 kuukausi sitten

    Dear CH, Your kindness of review is awaited, please.
    Thanks & Regards!

    • 1 kuukausi sitten
  • Michaellyor
    Michaellyor
    • 1 kuukausi sitten

    Good deal!

    • 1 kuukausi sitten
  • Saaakh
    Saaakh
    • 1 kuukausi sitten

    I have worked in marketing and advertising industry for 5 years and in these 5 years I come across people with different definitions of "write a TV commercial". Can you please elaborate this word? Is this the advertising copy only or is it the whole ad?

    • 1 kuukausi sitten
    1. DepartmentS
      DepartmentS
      • 1 kuukausi sitten

      They want you to write the script for a 30 second TV Commercial Spot, Saad - so delivery is in US TV script format. Or as close as you can wangle it. They're looking for story first and foremost. Hope that helps. M : )

      • 1 kuukausi sitten
  • Pratiksha Jangid
    Pratiksha Jangid
    • 1 kuukausi sitten

    #extended I checked your details, I can take up this project

    • 1 kuukausi sitten

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