And thus, the creative idea “Less Talk, More Bitcoin” was born. Our idea centred on creating a mass participation moment to bring newcomers into the cryptoeconomy in the simplest way—by showing them that getting involved is as easy as downloading an app.
The Super Bowl is America’s biggest stage for advertising with 100+ million viewers tuning in. Not only that, our research showed that the Super Bowl reached 70% of our bullseye Crypto Beginner audience, making it the perfect platform to introduce Coinbase and ignite mass participation.
Despite the Super Bowl checking the audience box, we knew a traditional spot would not drive breakthrough participation. We also knew competitors bought into the Super Bowl heavily, and we couldn’t outshout them all. Fortunately we took an early gamble and secured a prime position in the first half and knew we’d be first. Based on this, we also strategically chose to not tease or support with other media. One surprise :60s spot – and that was it.