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GEN Y/Z

WHO ARE THEY?

AN INCH DEEP AND MILE WIDE RANGE OF KNOWLEDGE AND INTERESTSALWAYS CONNECTEDSEPARATION ANXIETY FROM MOBILE DEVICESFEAR OF MISSING OUT!

HEY BB!

SOCIAL USAGE

QUICK STATS!

14-19 YR OLD SOCIAL MEDIA USERS:

94% ON FACEBOOK41% ON INSTAGRAM10% ON GOOGLE+7% ON TWITTER4% ON PINTEREST1% ON LINKEDIN62% USE SOCIAL MEDIA WHILE WATCHING TV

NO.1: SKITTLES

BUILD THE RAINBOW

WHAT IT IS:SKITTLES “BUILD THE RAINBOW” WAS AN ONLINE ACTIVATION THAT ENGAGED FACEBOOK FANS BY GETTING THEM TO PLEDGE 100,000 SKITTLES TO FILL AN UPSIDE-DOWN RAINBOW THAT WAS LIVESTREAMED FOR 48 HRS. THE STREAM FEATURED A CAST OF QUIRKY CHARACTERS OVERSEEING THE BUILD AND BUILDING INTO THE SKITTLES “SURREAL” AND ONLINE CULTURE TONE OF VOICE

RESULTS:

AS A RESULT OF SUCCESSFUL BRANDING, SKITTLES IS ONE OF THE MOST POPULAR FACEBOOK PAGES WITH 25 MILLION FANS AND INSANE ENGAGEMENT ON EVERYTHING THEY POST.

WHY IT WORKED:OBJECTIVES: GROW AND ENGAGE FAN BASE

INSIGHT: PEOPLE DOES NOT WANT TO SEE AN AD, THEY WANT TO SEE AWESOME CONTENT

STRATEGY: USE OF MOB MENTALITY AND COMBINING THE ONLINE AND THE PHYSICAL- ONLINE INTERACTION = 1 SKITTLE IN THE RAINBOW. FANS AREN’T JUST ENGAGED, BUT INVITED TO BE PART OF SKITTLE’S CRAZY ANTICS.

MEDIA: USE OF SOCIAL- FACEBOOK APP WITH LIEVE STREAM VIDEO EMBEDDED. PAID MEDIA BEHIND IT TO IMPROVE ITS EDGERANKING, EASE OF USE, EASY TO SHARE, EXACTLY WHERE THE TARGET LIVES.

NO.2: SLURPEE

BYO CUP DAY

WHAT IT IS:SLURPEE WAS FACED WITH A COPY-CAT PRODUCT FROM COCA-COLA AND NEEDED TO COME UP WITH A CREATIVE WAY OF EXCITING CONSUMERS AND CAPTURING THEIR IMAGINATIONS. THEY DEVELOPED THE AMAZING CONCEPT OF ALLOWING CONSUMERS TO BRING THEIR OWN CUP TO 7/11. THIS WAS A TRADITION STARTED IN 2011 AND HAS NOW BECOME AN ANNUAL TRADITION AND PART OF THE BRAND’S IDENTITY.

RESULTS:

FB HILARITY ENSUES…!

WHY IT WORKED:OBJECTIVES: BEAT COPYCAT PRODUCT FROM COCA-COLA

INSIGHT: DUE TO BEING YOUNG AND RESTICTED, TEENAGERS CRAVE NOTHING MORE THAN FREEDOM. ONE THING ABOUT THE PRODUCT HAS ALWAYS REMAINED THE SAME- THE CUP- SO WHY NOT GIVE SLURPEE DRINKERS THE FREEDOM THEY CRAVE?

STRATEGY: PROMOTE BRAND LOYALTY THROUGH CREATIVE EXECUTIONS THAT INVOLVE THE CONSUMER

CREATIVE: CAPTURES CONSUMERS IMAGINATIONS- THE CONTENT RELIES ON THEIR PARTICIPATION. THE PRINT/ONLINE CONTENT WAS INFLUENCED BY THEIR IDEAS.

DIGITAL: THE DAY WAS PROMOTED AND SHARED FAR AND WIDE ON DIGITAL AND GENERATED A HEAP OF ENGAGEMENT AND USER-GENERATED CONTENT!

NO.3: HUNGRY JACK’S

CHECK IN & WIN

WHAT IT IS:HUNGRY JACKS IDENTIFIED A GAP IN THE AUSTRALIAN FAST FOOD MARKET – MOBILE GEOTARGETED REWARDING. THE CHECK IN & WIN APP IS EXTREMELY SIMPLE- DOWLOAD THE APP, CHECK IN TO A HUNGRY JACKS RESTAURANT ON FACEBOOK, AND RECEIVE AN INSTANT PRIZE. IT WAS EXTREMEMLY POPULAR – ALTHOUGH NOT CREATIVELY BRILLIANT, IT SHOWS THE TECHNOLOGY CAPABILITIES OF MOBILE AND SOCIAL.

RESULTS:

INTERFACE & APP FEATURES

WHY IT WORKED:OBJECTIVES: BOOST HUNGRY JACK’S SOCIAL MEDIA AWARENESS AND BRAND ENGAGEMENT

INSIGHT: GEN Y/Z ARE THE HIGHEST USERS OF SOCIAL MEDIA AND THE LOWEST EARNERS. THEREFORE, A FREE LUNCH FOR A CHECK-IN IS A PERFECT MUTUAL VALUE EXCHANGE.

STRATEGY: TURN FAN’S NEWSFEEDS INTO ADS BY GETTING THEM TO CHECK IN, AND REWARD THEM WITH LUNCH

MEDIA: MOBILE APP/FACEBOOK.

NO.4: MEATPACK

MEATPACK HIJACK

WHAT IT IS:MEATPACK IS A GUATEMALEN SHOE STORE KNOWN FOR ITS EDGY STYLE AND SPECIAL DISCOUNTS. THE HIJACK CAMPAIGN IS AN APP THAT GAMIFIES THE RETAIL EXPETIENCE BY GETTING THEIR “SNEAKERFREAK” CONSUMERS TO LITERALLY RUN FROM THEIR COMPETITOR’S STORES AND INTO THE MEATPACK STORES TO RECEIVE A DISCOUNT.

RESULTS:

WHY IT WORKED:OBJECTIVES: HIJACK CUSTOMERS FROM COMPETITORS

INSIGHT: SNEAKERHEADS WILL LITERALLY RUN FOR A GOOD DISCOUNT!

STRATEGY: INJECTING EXCITEMENT INTO THE RETAIL EXPERIENCE BY TURNING IT INTO A RACE AGAINST THE CLOCK!

AND- A SIGN OF THE TIMES…

THE OFFLINE GLASS

WHAT IT IS:

WHY IT WORKED:OBJECTIVE: RESCUE PEOPLE FROM THE ONLINE WORLD AND REVIVE BAR CHAT

INSIGHT: THE VALUE OF CONVERSATION IS BEING STOLEN BY SMARTPHONES/SOCIAL MEDIA

STRATEGY: CREATE A PHYSICAL BARRIER BETWEEN THE USER AND THE PHONE IN ORDER TO COMPLETELY CHANGE BEHAVIOUR. HILARITY ENSUES.

WRAP IT UP!

KEY LEARNINGS

HOW THESE CAMPAIGNS REACHED

GEN Y / Z

HEAVILY MOBILE-CENTRICMOBILE USED TO ALTER AND INFLUENCE THE RETAIL EXPERIENCEBEING ALL OVER SOCIALRESPONSIVE ADVERTISINGLIKEABLE BRAND PERSONALITYALL HAVE A PHYSICAL ELEMENT