THE PROPOSAL.

Hello Polkadot Community.

It is with great pleasure that we write to you today and introduce our proposal for Polkadot IRL ADS Campaign #1 - Out of Home Digital Billboards

Out of home advertising is a very classic form of advertising - one of the major ad verticals in existence. Using well placed, strategic advertisements, target audiences can be reached in various locations, at all times in the day. We believe this concept can work very well in promoting the Polkadot brand, eventually scaling to a global level of reach. Our first proposal is focused on the busy streets and transit hubs of Toronto, Canada via digital billboards & signage.

We have chosen Toronto, Canada as the first test-run due to its high population density (2.9M), diverse and available number of startup / tech companies, leniency towards advertising with an ‘investment’ angle - and a generally highly organized ecosystem of well placed digital billboards.

THE CAMPAIGN.

In order to obtain the best delivery, we consulted with multiple media agencies who offer placement services, and after careful deliberation we have secured a media buying agency that is willing to test our first campaign at a very affordable cost.

The campaign will run for 3 weeks, with preferred placements around major train stations including Union Square, high foot traffic areas including Yonge & Dundas Square as well as the Eatons Centre Mall, and finally, along the streets in the Financial District of Downtown Toronto. Approximate impressions from the placements is projected at 1.17M views for the duration of this campaign.

AD GROUPS.

Ad Group 1 - Tech / Startups.
This ad group is geared towards a general brand message of Polkadot as software - with the intention of capturing the attention of Startup Companies & Tech Employees with a QR code that links to polkadot.network

Ad Group 2 - Retail Investors.
This ad group will be directed at retail investors and the general public with a QR code that links to the Kraken Polkadot price & about page.

*We intended to land on a native Polkadot wallet as well (Nova), however at this time we have not received a solid confirmation - hopefully in the future this will change.
**We also would like to eventually create an affiliate link for Kraken signups for two reasons. One, to track the number of conversions. Two, donating the proceeds to charity - we are already in discussions with a Polkadot based project for this in the future.

THE SPECS.
There are a total of 19 locations with this specific agency that are available to place this media. We have requested to focus on a select few, as mentioned above. The signage ranges in sizes and shape with the most generic sizing being approx 68”H x 47”W inches or 5.65 X 3.9 Feet. Good to note that since these are digital boards, they will also be very visible and eye-catching in the night as well.

THE ASK.
We are requesting a total of 2100 DOT to cover the following.

• Ad Buying Campaign (55%)
• Graphic Design (15%)
• CultureDot Agency Fee (10%)
• Management Fee & Follow Up (5%)
• Tax Coverage (12%)
• Incidentals (3%)

*To account for volatility in the markets we have used a price of $7.00 per DOT for our calculations.
**Since the vendors must be paid, any DOT funding must be sold on the open market in order to cover vendor costs. Until vendors are willing to accept DOT or USDC (we offered), we will have to plan this way. This method has tax implications, hence the tax coverage portion in the fund.

CONCLUSION & NEXT STEPS.

From this preliminary test we plan to learn more about the landscape of advertising the Polkadot brand, track metrics and QR scans where we can, foster new partnerships with media buyers in other tech focused cities and finally, scale these campaigns into larger, more robust projects with further trackable metrics and focused themes.

Let us build the future of Polkadot Advertising together and raise awareness around the world.

Sincerely,
CultureDot.

Community Notes & References.

Polkadot Billboards - https://twitter.com/CultureDot1/status/1730038188796686390 .

IRL Campaigns - https://twitter.com/CultureDot1/status/1727738006612713791 .

OnChain ID - 5H1cJZTQBqbiz6JAeMquToR6bCsz17cgQW2qMbCH6mJNSc7w .

Graphics by Pablo aka @Mr.Kusama - Designer, Educator, Polkadot Investor
Proposal by Juba K of CultureDot - Creative Director, Alternative Advertising Specialist, Polkadot Investor

IMAGES.
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