The Marketing Powered Demand Engine for Cardano

{
  "schema_version": "1.0.0",
  "id": "hydra-serviceplan-marketing-demand-engine",
  "ingestion": {
    "ingested_at": "2026-05-11T14:30:00Z",
    "ingested_by": "claude-opus-4.7",
    "source_documents": [
      "Hydra proposal page (pasted) — Proposal ID 69e21a177a2045bdd2281d1a"
    ],
    "extraction_notes": "Most aggressive ADA peg in this batch ($0.17), explicitly framed as '30% conversion buffer' to handle ADA/EUR volatility. Total budget denominated in EUR (€2,978,738) not USD. USD field captured at proposer-stated $3,548,141. Submitted 20 April 2026 — earliest submission in this batch. Has 13 community comments visible on Hydra including DRep pushback on the price peg buffer (Nimuë) and the V2 Supply Chain Traceability scope (crowned, inputendorsers). Has prior Catalyst funding (Masumi Fund 13 + 14). Return clause is price-peg surplus (the 30% buffer) less FX conversion costs."
  },
  "source": {
    "channels": [
      "hydra"
    ],
    "hydra_id": "69e21a177a2045bdd2281d1a",
    "onchain_tx_hash": null,
    "onchain_action_id": null
  },
  "identity": {
    "title": "The Marketing Powered Demand Engine for Cardano",
    "proposer_name": "Serviceplan Group",
    "proposer_type": "organisation",
    "proposer_url": null,
    "doxxed": true,
    "primary_contact": null,
    "team_size_disclosed": 6500,
    "team_size_disclosed_note": "Serviceplan Group: Europe's largest owner-managed agency group with 6,500 employees in 40+ countries and €866M revenue. This figure is the parent group, not the Cardano-dedicated delivery team. Specific Cardano-engagement team size not disclosed."
  },
  "classification": {
    "official_pillar": "Adoption & Utility",
    "official_pillar_confidence": "stated",
    "working_category_suggestion": "Marketing & Brand",
    "working_category_confidence": "high",
    "tags": [
      "marketing",
      "enterprise-demand-generation",
      "institutional",
      "defi",
      "supply-chain",
      "rwa",
      "lead-generation",
      "linkedin",
      "wef-davos",
      "money2049",
      "gartner"
    ]
  },
  "ask": {
    "ada_amount": 20871418,
    "ada_amount_note": "Total including 607,905 ADA Intersect administration fee. Underlying ask is denominated in EUR (€2,978,738) with 30% conversion buffer at $0.17 ADA/USD peg. DRep Nimuë publicly objected to the 30% buffer in comments.",
    "usd_amount": 3548141,
    "usd_peg_price": 0.17,
    "pegged": true,
    "currency_basis": "usd_pegged",
    "duration_months": 12,
    "milestone_count": 4,
    "milestone_payments_disclosed": true,
    "raw_ask_text": "Requested budget 20,871,418 ADA. USD equivalent $3,548,141 (ADA/USD 0.17)*. This conversion rate was specified by the proposer. The ADA amount requested is based on a 30% conversion buffer applied to the current ADA/EUR rate. Underlying campaign budget €2,978,738 / $3,518,917. Budget Summary: WP1 3,817,095 ADA + WP2 3,292,397 ADA + WP3 3,919,676 ADA + WP4 9,234,345 ADA + Intersect admin fee 607,905 ADA = 20,871,418 ADA."
  },
  "treasury_return": {
    "has_return_clause": true,
    "types": [
      "price_peg_surplus"
    ],
    "expected_return_pct": null,
    "expected_return_pct_note": "Up to ~30% return potential if ADA/FX rates remain stable. Return is the surplus ADA above the €2,978,738 campaign budget, less documented FX conversion costs (exchange fees, transaction fees, slippage, banking transfer costs).",
    "raw_return_text": "The ADA amount requested is based on a 30% conversion buffer applied to the current ADA/EUR rate. Should ADA and FX rates remain stable, any surplus ADA beyond the campaign budget of €2,978,738 / $3,518,917 will be returned to the Treasury. The only deduction from this surplus will be documented ADA-to-EUR conversion costs: exchange fees, transaction fees, slippage, and banking transfer costs which are unavoidable when converting treasury-disbursed ADA into the EUR required to pay for media bookings, production and agency services."
  },
  "lifecycle": {
    "pipeline_state": "hydra_early",
    "hydra_submitted_at": "2026-04-20T06:39:00Z",
    "hydra_close_at": null,
    "hydra_support_pct": null,
    "onchain_submitted_at": null,
    "onchain_vote_close_at": null,
    "onchain_result": null,
    "status_last_checked_at": "2026-05-11T14:30:00Z"
  },
  "links": {
    "hydra_url": null,
    "adastat_url": null,
    "ipfs_cid": null,
    "ipfs_gateway_url": null,
    "github_url": null,
    "website_url": null,
    "forum_thread_url": null,
    "other": [
      {
        "label": "Serviceplan Group for Cardano on X",
        "url": null
      },
      {
        "label": "Serviceplan Group for Cardano Proposal (PDF)",
        "url": null
      },
      {
        "label": "Blockchain for Serious Business Film",
        "url": null
      },
      {
        "label": "Serviceplan Group for Cardano Proposal // Appendix",
        "url": null
      }
    ]
  },
  "content": {
    "abstract": "An enterprise demand generation system that repositions Cardano as 'The Blockchain for Serious Business'. Three-stage funnel (Attention → Proof → Qualified Leads) across two verticals (V1 Institutional DeFi, V2 Supply Chain Traceability) in three markets (UK, Germany, Switzerland). Central Cardano Hub as proof environment. 45M paid impressions, 320K guaranteed native views, 300K+ Hub clicks targeted. 12-month pilot in four phases.",
    "problem_statement": "Enterprise leaders evaluating Cardano are missing three things: use-case clarity they can act on, proof they can rely on, and engagement paths they can build on. Cardano is a 'respected ecosystem' but not yet an 'obvious yes' for enterprise infrastructure decisions.",
    "proposed_solution": "12-month pilot with four work packages: (1) Enable — strategic foundation, Hub architecture, creative concept; (2) Kick-off — V1 DeFi campaign launch with LinkedIn + OOH + native ads + event activation; (3) Scale — V1 DeFi optimisation, WEF Davos placement (Jan 2027), Q3 KPI checkpoint; (4) V2 Supply Chain Traceability — second vertical activation anchored on Gartner London (Sep 2026), claimed 16% efficiency gain on shared foundation. Budget unlocks gated by milestone evidence with Q3 KPI checkpoint determining Year 2 vertical expansion.",
    "deliverables": [
      "Brand positioning and narrative ('The Blockchain for Serious Business')",
      "Cardano Hub architecture and content",
      "Creative concept, visual identity, manifest film",
      "V1 DeFi vertical hub live with paid media campaign",
      "LinkedIn + OOH + native advertorials + podcast + programmatic media activations",
      "Event-centric activation at anchor event (Money20/20 Amsterdam as blueprint)",
      "WEF Davos billboard placement (Jan 19–23, 2027)",
      "V2 Supply Chain Traceability hub + Gartner London activation (Sep 14–15, 2026)",
      "First institutional case studies published",
      "Q3 KPI checkpoint with Year 2 vertical recommendation",
      "Lead routing into Enterprise Working Groups",
      "≥45M paid impressions, 320K native views, 300K+ Hub clicks"
    ],
    "milestones": [
      {
        "name": "WP1",
        "deliverable": "Enable: Strategic Foundation",
        "ada_release": 3817095,
        "deadline": null
      },
      {
        "name": "WP2",
        "deliverable": "Kick-off: Campaign Launch + Media",
        "ada_release": 3292397,
        "deadline": null
      },
      {
        "name": "WP3",
        "deliverable": "Scale: V1 DeFi Growth & Optimisation + Media + Q3 KPI checkpoint + WEF Davos prep",
        "ada_release": 3919676,
        "deadline": null
      },
      {
        "name": "WP4",
        "deliverable": "V2 Supply Chain Traceability Vertical (end-to-end campaign)",
        "ada_release": 9234345,
        "deadline": null
      }
    ],
    "team": [],
    "risks_disclosed": [
      "ADA price volatility — 30% conversion buffer applied to manage ADA/EUR exposure"
    ]
  },
  "metadata": {
    "open_source": "no",
    "open_source_url": null,
    "has_prior_funding": true,
    "prior_funding_sources": [
      "Project Catalyst Fund 13 — project #1300132 'Masumi: Secure, Compliant AI Agents' (1.8M ADA requested, 1.53M distributed, complete)",
      "Project Catalyst Fund 14 — project #1400079 'Masumi AI Agent Network 2.0' (900K ADA requested, 1/6 milestones complete, in progress)"
    ],
    "has_prior_delivery": true,
    "prior_delivery_evidence": "Masumi Network live on Cardano mainnet since Nov 2024, 25,000+ on-chain transactions, Cardano Foundation endorsement at WEF Davos 2025. Cannes Lions 2025 Independent Network of the Year. Ad Age Independent Agency Network of the Year 2025. #1 globally WARC Creative 100 and Media 100. Three transferable case studies (De'Longhi, Bosch, BMW). Both prior Catalyst grants were for Masumi technology, not marketing — this proposal is a different scope.",
    "is_administered_by_intersect": true,
    "administration_fee_pct": 3,
    "duplicate_of_existing_solution": "unknown",
    "duplicate_notes": "Cardano Foundation runs marketing functions; this is positioned as enterprise demand generation specifically. DRep comments raise the question of whether the Supply Chain vertical has a viable market and whether the UK/DE/CH geography is the right initial focus. 'Pillar 4 - Community & Ecosystem Growth' is also stated as secondary but the work is primarily enterprise B2B not community engagement."
  },
  "_meta": {
    "title": "The Marketing Powered Demand Engine for Cardano",
    "proposer": "Serviceplan Group"
  }
}