Cutting Through With Today’s Youth
May 19, 2015
Cutting Through
With Today’s Youth
The Competitive Landscape
Nokia: Consumer Segmentation Mapping
* Confidential
The importance of Youth
Youth Insights – Engaging Them
Insight
SELF EXPRESSION – today's youth defined most by their social network – they have become intuitive self publicists and blogging, social networking, content creation, tweeting are all tools
Implication
ON THEIR TERMS – they want things now and they like to be in control, feel in control
THEY VALUE AUTHENTICITY
VIRTUAL IS REALITYat this age, the first ‘always connected’ gen
Youth FILTER passive communication
PEER TO PEER is extremely powerful, they love sharing ‘pass-on-able’ content, 50% have ‘fanned’ something in the last month
Youth are twice as likely toTRIAL new brands and products
FACILITATES social kudos amongst their peers, enable & encourage personalisation
INSTANT gratification through interaction and promotions and ensure that have ability to input
TRANSPARENCY is key, no BS… Youth want to feel part of an ‘insider community’ give them insider info re up & coming events etc
As they don’t differentiate between off line and online – nor should brand communication – seamless INTEGRATION
POWER OF EXPERIENCES– move from disruptive marketing to a more immersive experience - live experiential is extremely powerful
EMPOWER those who are passionate about the brandBespoke communication to those enthusiasts giving them more information & knowledge and collateral they will want to pass on
Develop platforms to build brand preference and trial – product in hand! Brand trial today is brand loyalty developed for tomorrow
Promotions
• Sales Promotions
• Consumer & Trade
• Retail Activation
• Shopper Marketing
• Brand Partnerships
Digital
• Web Dev
• Online Marketing
• Social Media
• Amplification
• Branded Content
• Mobile Marketing
Advertising
• Screen
• OOH
• Radio
• Ambient
• Digital
Live
• Experiential
• Events (Consumer &
Trade)
• In Field Marketing &
Sampling
• Sponsorship Leverage
• Stunts
…In Action Imagination…
Strategic planning
Creative & Studio
Research & Insights
Media Amplification
• PR
• Media& Sponsorship partnerships
• Branded content
A Modern Day Marcomms Agency
Context:• The Nokia C3 and E5 were launched to offer a young
audience (18-24 yrs) entry level handsets with the full range of ‘messaging’ options.
• The mono-block QWERTY handsets with Nokia Messaging and Ovi social client makes using all forms of message communication simple and easy
Messagology
Insight:• Messaging is the key form of communication for youth,
who use a myriad of different messaging formats to communicate.• Having the full range of messaging options means consumers can always
communicate their messages via the right medium.• Youth instinctively know what messaging format to use for what purpose – sometimes!
Context:
• A key objective for Nokia is to connect with the youth market and drive brand preference
• Good Vibrations identified as a strategic fit. An ongoing brand partnership (5 th year) developed that Nokia leverages it to deliver a variety of messages.
• With ever increasing adoption of application on mobile devices, Nokia needed to communicate OVI Store and the breadth of content that live there, rather than pure handset offering.
Insight:
• Music an extremely strong youth connection point
• Youth marketing technique – brand partnerships – brand rub off
• Festival-goers embrace experiences that add value to their day
Good Vibes
Music Festival Insights
Long hot day
Music Festival Insights
Long hot day
What’s on, When, Where?
Music Festival Insights
Long hot day
What’s on, When, Where?
Memento of the experience
Anticipation
National promotion:
Win tickets to Nokia
back stage experience
(meet artists, hotel, limo)
Via Good Vibes eDM& website
Bought media
Sign up for festival APP
Good Vibes Program Overview
Event Post
Nokia tent
Massage & music
Slushies recharge station
Festival APP
Photo wall
DJ mixing w handsets
Guitar Hero mobile game
Nova crew content via backstage
band interviews
WiFi festival zone
Backstage content on Ovi
Content via media partners
Nova/Fairfax/YouTube/facebook
Retail offers via app data
Good Vibes
What success looked like:
• The campaign generated 100,000 impressions and 30,000 unique campaign related registrations
• 62% of festival goers aware of the Nokia sponsorship
• 79% thought the experience in the Nokia tent was relevant and added value
Marketing Communication
Everything is Digital• Facebook 4.4 million Australian users 16-24 • Occasion based comms – offers change through the day to suit day part• Make every engagement an interaction
Brand experience (experiential comms) will continue to be important • Engagement through more meaningful experiences that influence customer action
Mobile Marketing – huge growth medium • 36% of Australians access the internet via their mobile phones• Location / proximity based marketing• Mobile Couponing• Life after QR Codes – RFiD (radio frequency identification)
• RFID technology on mobile is considered the next improvement to QR codes – watch this space• Low cost "smart" signage embedded with passive RFID tags• Allow consumers to tap the signage with their phone, identifying themselves, and receive relevant offers
Future Gazing:Nanotechnology
Future Gazing: Morph
Future Gazing: Mixed Reality