Saatchi Ppt1


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Presentation on the youth market in the United States pertaining to culture and branding.

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Saatchi Ppt1

  1. 1. What it’s like to be a young adult in the U.S. Saatchi & Saatchi l Beijing, China
  2. 2. What drives us? <ul><li>Activities </li></ul><ul><li>Celebs </li></ul><ul><li>Sports </li></ul><ul><li>Culture </li></ul><ul><li>Social Trends </li></ul><ul><li>Fashion </li></ul><ul><li>Music </li></ul><ul><li>Technology </li></ul>
  3. 3. Activities
  4. 4. Activities <ul><li>Local Bars </li></ul><ul><li>Trying New Beer </li></ul><ul><li>BBQ’s/Outdoor Fun </li></ul><ul><li>Concerts/Festivals </li></ul><ul><li>Photography </li></ul><ul><li>Reading </li></ul><ul><li>Long Road Trips </li></ul><ul><li>Trips to the Beach </li></ul>
  5. 5. Activities <ul><li>Quizzo </li></ul><ul><li>Sporting Events </li></ul><ul><li>Experiencing City Life </li></ul><ul><li>Attending College </li></ul><ul><li>New Restaurants </li></ul><ul><li>Dating </li></ul><ul><li>Job Hunting </li></ul><ul><li>Partying and drinking excessively </li></ul><ul><li>Playing/Listening/Finding New Music </li></ul>
  6. 6. Celebrities
  7. 7. Celebrities <ul><li>American Idol-ers </li></ul><ul><li>Britney Spears </li></ul><ul><li>Twilight Cast </li></ul><ul><li>Justin Timberlake </li></ul><ul><li>Jessica Simpson and John Mayer and whoever they happen to be dating </li></ul><ul><li>Oprah, Ellen DeGeneres </li></ul><ul><li>Jay Leno, Jimmy Fallon, Amy Poehler, Tina Fey </li></ul><ul><li>John and Kate Plus 8 </li></ul>
  8. 8. Celebrities <ul><li>The Obama’s </li></ul><ul><li>The Kardashian’s </li></ul><ul><li> </li></ul><ul><li>Miley Cyrus </li></ul><ul><li>Lindsay Lohan </li></ul><ul><li>“ Brangelina” </li></ul><ul><li>Madonna </li></ul><ul><li>Hugh Jackman, Christian Bale </li></ul><ul><li>Matthew McConaughey, Dane Cook </li></ul>
  9. 9. Sports
  10. 10. Sports <ul><li>A City’s Home Team </li></ul><ul><li>College Basketball and Football </li></ul><ul><li>NBA and NHL Playoffs </li></ul><ul><li>UFC (Ultimate Fighting Championship) </li></ul><ul><li>Bar Softball, Basketball and Football Leagues </li></ul><ul><li>Poker </li></ul><ul><li>Philadelphia Phillies 2009 </li></ul><ul><li>World Series Champions of MBL </li></ul>
  11. 11. Phillies: World Champs
  12. 12. Culture
  13. 13. Culture Trendy Hipster <ul><li>Like “The Shelter Guy” of Shanghai, our urban hipsters of the US are street smart, stylish, in the know about underground and indie music, beer, night life and more. </li></ul><ul><li>This subculture likes small bars, sometimes small and local, where it is not too crowded and where they can hear new bands. Wide variety of beer on tap is a must. </li></ul><ul><li>Tied in with this group are the bikers. These people live in the downtown areas of their cities and commute by subway, bike or both. They are trendy, usually rolling one pant leg and wear messenger bags. Sometimes caught wearing beenies, plaid, cut off jean shorts that are tight and short. Long hair is a must. </li></ul>
  14. 14. Culture Sports Enthusiast <ul><li>This group plans their whole week around their favorite team’s schedule. </li></ul><ul><li>If the team of their choice loses, it ruins their whole week. </li></ul><ul><li>Tailgating is always appropriate, no matter the weather. </li></ul><ul><li>They buy team gear, season tickets and a lot of hot dogs. </li></ul><ul><li>A lot of what drives this group is tradition. </li></ul><ul><li>“ I'm a ridiculously huge eagles fan with the phillies, flyers and sixers all being tied for second...but the eagles are the only team that can make or break my entire week” -Rick Sysol </li></ul>
  15. 15. Culture College Kids <ul><li>This group is divided into many sub-cultures: </li></ul><ul><li>Sorority/Fraternity, Athletes, Brains, On Campus/Off Campus, By Major, By University, and many more </li></ul><ul><li>However, these groups like some similar things have have some of the same characteristics: </li></ul><ul><ul><li>Drinking for cheap (underage or of age) </li></ul></ul><ul><ul><li>Traveling (Christmas, Spring and Summer Break/ Study Abroad) </li></ul></ul><ul><ul><li>Attending or Cutting class </li></ul></ul><ul><ul><li>Community Outreach </li></ul></ul><ul><ul><li>Unemployed, Part time job, internship </li></ul></ul><ul><ul><li>Those who are of age, travel to the city for new bars and lounges </li></ul></ul>“ I think a lot of people under estimate college students intelligence and over estimate their amount of free time/money.” - Pam Hiddemen
  16. 16. Culture Young Pro’s <ul><li>This group has recently graduated college, just bought their first home, maybe recently married or still a bachelor/bachelorette. </li></ul><ul><li>They have a full-time job, hopefully, or are currently job hunting. Are hip to new technology and like to spend their new money. </li></ul><ul><li>“ No matter how much money they make,they always seem to find ways to spend ALL OF IT.” -Sheryl Kantrowitz </li></ul>
  17. 17. Social Trends
  18. 18. Social Trends <ul><li>Facebook/Twitter/MySpace (Social Media) </li></ul><ul><li>Twilight Book Series </li></ul><ul><li>Reality Television </li></ul><ul><li>Texting </li></ul><ul><li>Recession, Recession, Recession </li></ul><ul><li>Going Green </li></ul><ul><li>Online Dating </li></ul><ul><li>“ Obamania” </li></ul>
  19. 19. “ Obamania”
  20. 20. Twitter <ul><li>Newest social media website. </li></ul><ul><li>146 characters to express your current thoughts. </li></ul><ul><li>There is currently no official advertising on the website. However, companies are coming up with other clever ways to promote or shamelessly plug themselves or their product. </li></ul>
  21. 22. Twitter New tools to help explore the “Twitterverse” A real-time visualization tool, this platform allows users to explore the most current hot trends and creates graphs to display activity for any given word on the site. The service offers a streamlined way for brands and products to not only see what's being said about them, but also to show their consumers. Updated every five minutes, Tweetmeme is a great way to track the latest buzz on Twitter and the most popular topics on the web .
  22. 23. Twitter: What we LOVE <ul><li>It continuously grows and keeps us up to date with whoever or whatever we want. </li></ul><ul><li>We get to be apart of peoples lives that we otherwise would not, like celebrities. </li></ul><ul><li>Self promotion </li></ul>
  23. 24. Facebook <ul><li>Everyone has one. </li></ul><ul><li>It is used for connectivity, networking, and wasting endless hours “perusing.” </li></ul><ul><li>Personalization is key and Facebook has it all. </li></ul><ul><li>The advertising is extremely specific to the user. </li></ul>
  24. 26. Facebook: What we LOVE <ul><li>The more notifications, the better. </li></ul><ul><li>It gives us something else to do when we should be in the library studying. </li></ul><ul><li>Share pictures, videos, comments and experiences. </li></ul><ul><li>Pictures, videos, bumper stickers, quizzes and virtual cocktails are just some things that keep us on the site for hours. </li></ul>
  25. 27. Fashion/Beauty
  26. 28. Fashion <ul><li>“Jonas Brothers Attire” </li></ul><ul><li>Skinny Jeans/Leggings </li></ul><ul><li>Huge Sunglasses </li></ul><ul><li>Thrift Store goodies </li></ul><ul><li>Scarves </li></ul><ul><li>Baggy Jeans (for women) </li></ul><ul><li>Gladiator Sandals </li></ul>
  27. 29. Fashion <ul><li>Ed Hardy </li></ul><ul><li>Gap/Old Navy/Banana Republic </li></ul><ul><li>Abercrombie </li></ul><ul><li>H&M </li></ul><ul><li>Anthropology </li></ul><ul><li>Urban Outfitters </li></ul><ul><li>American Apparel </li></ul><ul><li>Ray Bans </li></ul>
  28. 30. Fashion <ul><li>Sustainable Fabrics </li></ul><ul><ul><li>Organic Cotton or hemp t’s </li></ul></ul><ul><ul><li>100% Natural Silk clothing </li></ul></ul><ul><ul><li>Nickel and Chrome free buttons and zippers </li></ul></ul><ul><ul><li>Under Armour </li></ul></ul><ul><li>Nike 6.0 Sneakers / Nike Free </li></ul>
  29. 31. Ray·Ban <ul><li>“Never Hide Colorize” campaign </li></ul><ul><li>Brand new website </li></ul><ul><li>Edgy, colorful and cool. </li></ul>
  30. 33. Ray·Ban: Why we LOVE them <ul><li>“ Ray Ban Sunglasses convey the classic style and innovation that made Ray Ban a part of American culture.” </li></ul><ul><li>Ray Bans are worn in a lot of movies like Breakfast at Tiffany’s, Blues Brothers, Men in Black, and most recently Watchmen. </li></ul><ul><li>Celebrities, movie stars and normal people alike all love the Ray Ban brand. Some stars who are known to wear them are Tom Cruise, Rachel Bilson, Nicole Richie and Mischa Bilson. </li></ul><ul><li>They make us feel cool, fun and trendy. </li></ul>
  31. 35. Ray·Ban: Print Ads
  32. 36. Ray·Ban: Viral
  33. 37. H&M <ul><li>“ Fashion and quality at the best price.” </li></ul><ul><li>Featuring mainly subtle, monochrome colors, the minimalist, clean-cut pieces in the collections for men and women are created with a focus on &quot;quality in terms of the fabrics, fit and finish&quot;, merging &quot;high fashion attributes with ground level pricing.” </li></ul><ul><li>Mostly always show price in ad. </li></ul><ul><li>Collaborated with Madonna, Roberto Cavalli and </li></ul><ul><li>Kylie Minogue in 2007. </li></ul>
  34. 39. H&M: What we LOVE <ul><li>Fun, trendy fashion for cheap. </li></ul><ul><li>To follow a trend that may fade, it is important to get it at a good price. </li></ul><ul><li>Accessible to everyone. </li></ul><ul><li>“ The one thing I'm loving in the U.S. right now... I love H&M. i don't even think it's a U.S. brand, but it's the only place I'll buy clothes.” - Pat Sicilia </li></ul>
  35. 40. H&M: Print and Billboard
  36. 41. American Apparel <ul><li>“American Apparel leverages art, design and technology to advance the business process, while continuing to pioneer industry standards of social and environmental responsibility in the workplace.” </li></ul><ul><li>American Apparel is a vertically integrated manufacturer, distributor and retailer, based in downtown Los Angeles, California. </li></ul><ul><li>With our recently opened stores in China, we are now selling Made in USA clothing in the largest consumer market in the world. </li></ul><ul><li>Knows for the racy ads. </li></ul>
  37. 43. American Apparel: What we LOVE <ul><li>We like racy. </li></ul><ul><li>Companies who do things their own way are refreshing and it creates big buzz. </li></ul><ul><li>They are not afraid to be too provocative. </li></ul><ul><li>They are extremely environmentally conscious. </li></ul>
  38. 44. American Apparel: Print Ads
  39. 45. Ben Sherman <ul><li>Ben Sherman clothing designs feature the &quot;effortless cool,&quot; look, with the roundel and colours of the British Royal Air Force, often called the mod target. </li></ul><ul><li>The brand became famous for being sported by several well-known musicians and singers. It was the first company to produce the famous Oxford button-down shirt. </li></ul><ul><li>British, but American’s can dig it. </li></ul>
  40. 47. <ul><li>Bringing a throwback style with a new fashion forward flare. </li></ul><ul><li>Similar to H&M, but at a higher price point. </li></ul>Ben Sherman: What we LOVE <ul><li>>“It’s fresh. Urban but sophisticated. You can wear it to work or out to the bar. It’s Universal.” -Eric Wright </li></ul><ul><li>“ Kinda vintage and they’re good quality. They’re british so they have a slimmer cut.” -Mike DeGregorio </li></ul>
  41. 48. Ben Sherman: Print Ads
  42. 49. Maybelline <ul><li>Maybelline New York has accessible yet cutting edge cosmetics with a cool, urban edge. The brand reflects true New York energy, attitude and style. </li></ul><ul><li>Always coming out with new products that women love to try. </li></ul><ul><li>Supply everything from mascara, lipstick, foundation and more. </li></ul>
  43. 51. Maybelline: What we LOVE <ul><li>There are so many products, we can’t help but try them. </li></ul><ul><li>The products are reviewed in the magazines we read and on the shows we watch. </li></ul><ul><li>There was a study that showed an increase of lipstick sales in this current economy because women like a cheap way to make themselves look and feel better. </li></ul>
  44. 52. Maybelline: Print Ads
  45. 53. Maybelline
  46. 54. Dove <ul><li>“At Dove, we want to free ourselves and the next generation from beauty stereotypes. It’s this message that’s at the heart of our Campaign for Real Beauty and Self-Esteem Fund, and it’s why we continue to create thought-provoking ads, confidence-building programs and messages that embrace all definitions of beauty.” </li></ul>
  47. 58. Dove: What we LOVE <ul><li>Women are loving the natural side of this brand. </li></ul><ul><li>It is refreshing to see “life size” models and an accurate representation of women. </li></ul><ul><li>They claim to use no airbrushing in their ads and normal women who are not regular models. </li></ul><ul><li>The products are dependable and people are buying this brand and becoming extremely loyal. </li></ul>
  48. 59. Dove Real Beauty Award <ul><li>Honor a woman who best embodies and expressed the “substance and spirit” of real beauty through her life an career. </li></ul><ul><li>In May 2009, Amy Poehler was awarded this honor. </li></ul><ul><li>She supports girls who are changing the world by being themselves. </li></ul><ul><li>Other winners were Lisa Ling and Joy Behar. </li></ul>
  49. 60. Dove: Print Ads
  50. 63. Dove: Viral
  51. 64. Other Popular Brands (Fashion) <ul><li>Nike </li></ul><ul><li>American Eagle </li></ul><ul><li>Guess </li></ul><ul><li>Victoria’s Secret </li></ul><ul><li>Lucky </li></ul><ul><li>Polo </li></ul><ul><li>The Gap, Old Navy, </li></ul><ul><li> Banana Republic </li></ul><ul><li>Ed Hardy </li></ul><ul><li>Anthropology </li></ul><ul><li>Lucky, Juicy </li></ul><ul><li>Diesel </li></ul><ul><li>Armani </li></ul><ul><li>Express for Men </li></ul><ul><li>Under Armour </li></ul>
  52. 65. Other Popular Brands (Beauty) <ul><li>CoverGirl </li></ul><ul><li>Pantene Pro-V </li></ul><ul><li>BedHead </li></ul><ul><li>Redken </li></ul><ul><li>Sephora </li></ul><ul><li>Tresemme </li></ul><ul><li>Avon </li></ul><ul><li>Neutrogena </li></ul><ul><li>Clinique </li></ul><ul><li>Proactive </li></ul><ul><li>Crest (White Strips) </li></ul><ul><li>M.A.C. </li></ul><ul><li>L’Oreal </li></ul><ul><li>O.P.I </li></ul>
  53. 66. Music
  54. 67. Music <ul><li>Festivals (Coachella, Bonnaroo) </li></ul><ul><li>Taylor Swift, Miley Cirus </li></ul><ul><li>Killers, Kings of Leon </li></ul><ul><li>Lady GaGa, Fergie, Katy Perry, Black Eyes Peas </li></ul><ul><li>Justin Timberlake, TI, Jamie Foxx, Sean Kingston </li></ul><ul><li>Beyonce, Britney Spears </li></ul>
  55. 68. Music <ul><li>Pink </li></ul><ul><li>Lil Wayne, Soulja Boy </li></ul><ul><li>Ne-Yo ,Kanye West </li></ul><ul><li>Ciara, Rihanna </li></ul><ul><li>Chris Brown </li></ul><ul><li>House/Trance </li></ul><ul><li>New Emimen, Flo Rida, T-Pain </li></ul><ul><li>Dave Matthews Band, Jack Johnson, Jason Mraz </li></ul>
  56. 69. Music <ul><li>America Idol (show) and previous winners </li></ul><ul><ul><ul><li>Kelly Clarkson </li></ul></ul></ul><ul><ul><ul><li>Carrie Underwood </li></ul></ul></ul><ul><ul><ul><li>David Cook </li></ul></ul></ul><ul><ul><ul><li>Jennifer Hudson </li></ul></ul></ul><ul><ul><ul><li>Daughtry </li></ul></ul></ul><ul><ul><ul><li>Kris Allen </li></ul></ul></ul>
  57. 70. Kris Allen: 2009 Winner
  58. 71. Technology
  59. 72. Technology <ul><li>Apple </li></ul><ul><ul><li>iPod </li></ul></ul><ul><ul><li>iPhone </li></ul></ul><ul><ul><li>Macbook </li></ul></ul><ul><li>Blackberry </li></ul><ul><li>Nintendo Wii </li></ul><ul><li>Nintendo DS </li></ul><ul><li>Netbooks </li></ul><ul><li>Kindle </li></ul><ul><li>LCD TV </li></ul>
  60. 73. Nintendo <ul><li>Wii </li></ul><ul><li>“ The Wii is not just a gaming console, it's a reason to get together with your friends and family and play today's hottest games.” </li></ul><ul><li>DS, DS Lite, Dsi Family </li></ul><ul><li>“ Touch control and dual-screens bring you unique software—enjoy hundreds of already existing Nintendo DS titles already available, as well as downloadable Dsi hardware games and applications.” </li></ul>
  61. 75. Nintendo Wii <ul><li>Uses the nostalgia of the old school gaming system for the ads, as well as the competitive nature of the users. </li></ul><ul><li>Family bonding is a theme in the ads, but we love it anyway. </li></ul>
  62. 76. Nintendo DS <ul><li>Uses celebrities in the commercials using the products like Beyonce, Nicole Kidman, Liv Tyler and Carrie Underwood in their TV and print ads. </li></ul><ul><li>Also, Guerilla. </li></ul>
  63. 77. <ul><li>We are loyal to the Nintendo brand because we remember playing the original Nintendo when we were young. </li></ul><ul><li>It is something different and new. There are always new attachments, games and equipment. </li></ul><ul><li>With the Wii fit, we can workout and still have fun doing it. </li></ul><ul><li>We like competition. </li></ul>Nintendo: What we LOVE
  64. 78. Nintendo Wii
  65. 79. Nintendo DS
  66. 80. Apple <ul><li>You get a completely integrated computer that’s as secure, stable, and powerful as it is elegant and easy to use. </li></ul><ul><li>The Greenest Family of Notebooks </li></ul><ul><li>iPod, iPhone, iTunes (everything is branded) </li></ul><ul><li>They have become a part of the culture that everyone wants to be a part of. </li></ul><ul><li>They are known for their excellent customer care </li></ul>
  67. 82. Apple : What we LOVE <ul><li>The products. Always coming with something new that we have to have. </li></ul><ul><li>The TV commercials and online presence are both simple and give the brand a personality and tone. </li></ul><ul><li>Usual back to school promotion, Buy and Mac and get an iPod for free. They grab new students and hope to grab them as lifelong consumers. </li></ul>
  68. 83. <ul><li>“ Between the iPhone and the new MacBook, 20something hipsters are swooning over Apple's ability to create something that is fun, reliable, and just plain awesome . I am a proud owner of both and I don't think my life would be nearly as good without them” -Ryan Simmons </li></ul>Apple : What we LOVE
  69. 84. iPhone
  70. 85. iPod
  71. 86. Mac
  72. 87. Other Popular Brands (Technology) <ul><li>YouTube </li></ul><ul><li>Blackberry </li></ul><ul><li>Xbox </li></ul><ul><li>Playstation </li></ul><ul><li>Pandora, </li></ul><ul><li>VH1, ABC, Fox, TBS, CNN, MTV </li></ul><ul><li>Samsung, Sony, HP, LG </li></ul>
  73. 88. Wrap it up <ul><li>In conclusion, that was a skimming of the surface of what drives the young adult (ages 18-25) in the United States. </li></ul><ul><li>Some may be familiar, some new. </li></ul><ul><li>Hopefully, inspiring and informative! </li></ul>
  74. 89. Thank You!