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How Cool Brands Stay Hot at WOMMA Summit 2012


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How Cool Brands Stay Hot at the WOMMA Summit 2012, presented by Joeri Van den Bergh (Gen Y expert InSites Consulting and author of How Cool Brands Stay Hot) and Anna Zanghi (Head of Global Innovation & Product Development at MasterCard Worldwide) in Las Vegas (US) on November 14, 2012.

How Cool Brands Stay Hot at WOMMA Summit 2012

  1. 1. #146
  2. 2. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  3. 3. //Authenticity forGeneration Y Real
  4. 4. Real
  5. 5. Real
  6. 6. //Template 1• Tekst
  7. 7. //Template 1• Tekst
  8. 8. Page 31
  9. 9. Page 32
  10. 10. Page 33
  11. 11. Page 34
  12. 12. Results • The bank doubled its Gen Y customer base from 2011 • The daily rate of cards sale increased by 58% in the first 6 months from the launch (the double vs 2009) • 12 times more ST loan approval procedures initiated than weekly average 2010 • 10% more cross selling than in 2011
  13. 13. strategy: engage – sell – build loyalty Engage through their Relevance passion for Music Exclusive access Trial through Youth products Loyalty Capture more everyday spend Page 37
  14. 14. 4 key partners to deliver sustainable engagementExperiences  1,000+ Youth Experiences• Examples: Dinner w/ artist, appear in music Examples: Special private events video, studio recording experience, VIP party w/ artist, music lesson with artist Tier 1Access  50,000 Youth Access  297k Youth• Examples: Pre-release downloads, Examples: Ticket presales, VIP tickets, signed memorabilia, private shows Tier 2 hospitality, Front-row seats, Fast Pass LineOffers/Content  Mass Offers  70,000k YouthReach Examples: Branded• Examples: Exclusive digital content merchandise, last minute tickets Tier 3 e.g. artist interviews, concerts Page 38
  15. 15. And enable constant social content and conversation CALENDARIO "YOUTH PLATFORM" 2012 2013 Experiencia JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST 123 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Mastercard 30th Hospitalities KEANE TBD TBD TBD TBD TBD 17th Pocket shows Leon Larregui Paty Cantu Moderatto 4th College shows Enjambre/Sofi Enjambre/Sofi Enjambre/Sofi Enjambre/Sofi Mayen Mayen Mayen Mayen 18th VIP Parties Paty Cantu Hello Seahorse Panda Moderatto Music Lessons with an artist Sofi Mayen y Ha-Ash Miró Benny Attend to band rehearsal Enjambre Sofi Mayen Miró Zoé Be at an album 4th recording Belinda Zoé Be Part of a 6th Video Mike Zanetti Enjambre Panda Los Claxons Interview an Artist (Press León Larregui Eiza Belinda Enjambre Conference) Meet & Greets Paty Cantu Miró Zoé y Zanetti Backstage Pases in Mexico for 23rd concert Ha-ash Paty Cantú Los Claxons Mike Zanetti Travel with an 20th artist Ha-Ash Miró Enjambre Sofi Mayen Trip to concert outside Mexico 16th 9th Coldplay Coldplay Evanescence TBD Nervo Belinda y Zoé Panda, Anahi, Zanetti, Memorabilia Moderatto, Sofi Mayen, Paty Cantu, Miró Enjambre, PreSales KISS Smashing Pumpkins 16th 14th agosto 27, 2012 Giveaway Tickets Maroon 5 Linkin Park TBD Page 39
  16. 16. Breadth and variety of artists to establishcredibility among YouthBelinda Enjambre Zanetti Panda Sofi Mayen Alex SyntekColdplay Eiza Moderatto Anahí ZoeHello seahorse Paty Cantú Miro Benny Ha-ash Page 40
  17. 17. Variety of benefits activated to address different objectives Experiences Content/ Presales with artists downloads Ticketing Offers Purchase Access w/o card Access w/o card Purchase Access w/ card Access w/ card Access w/o card Access w/ card Page 41
  18. 18. Creating a dynamic social community Page 42
  19. 19. Priceless Music launch event in Mexico Cityto create buzz and momentum 4,000 university student and 300 customers experienced the launch of Priceless Music at an exlusive concert with Moderatto Page 43
  20. 20. Real① Stay true to your roots, but don’t shout② Warm & close is the new cool① Be open and respectful, listen (like friends)
  21. 21. // I WILL NEVER FORGET THE DAY… Extreme experience (e.g. When I was Graduated skydiving, mount climbing) dumped by my partner Meeting the love of my life Becoming a Surprise Death of a person sport champion N = 40 close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Sadnes Discovered I had no s real friends when I N = 93 Moved needed them most Encountered aggression Was Being dumped by my diagnosed with boy/girl friend Parents got a serious divorced illnessSource; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,Romania, Poland, Brazil, India, and China.
  22. 22. Happy①Deliver gratifications, not just pleasures①Don’t use negative emotions①Happiness is about connecting youth in a playful way