AMI Youth Presentation Onepartners 2010
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This document discusses strategies for engaging youth audiences through messaging and digital technologies. It notes that youth define themselves through social networks and value self-expression, authenticity, and sharing content with peers. Brands should communicate on youths' terms through seamless online and offline integration and empowering brand enthusiasts. The document also outlines Nokia's partnership with a music festival to connect with youth through experiences like a massage tent, photo wall, and content shared via the festival app and social media. It suggests marketing increasingly focuses on digital platforms and mobile as youth access the internet via their phones and are open to location-based and interactive mobile marketing.
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AMI Youth Presentation Onepartners 2010
- 1. Cutting Through With Today’s Youth
- 4. Nokia: Consumer Segmentation Mapping * Confidential
- 5. The importance of Youth
- 6. 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 brand Bespoke 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
- 7. 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 • Print • OOH • Radio • Ambient • Digital Live • Experiential • Events (Consumer & Trade) • In Field Marketing & Sampling • Sponsorship Leverage • Stunts …In ActionImagination… Strategic planning Creative & Studio Research & Insights Media Amplification • PR • Media& Sponsorship partnerships • Branded content A Modern Day Marcomms Agency
- 9. 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!
- 18. 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 (5th 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
- 19. Music Festival Insights Long hot day
- 20. Music Festival Insights Long hot day What’s on, When, Where?
- 21. Music Festival Insights Long hot day What’s on, When, Where? Memento of the experience
- 22. 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
- 24. 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
- 26. 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
- 29. Future Gazing: Mixed Reality
Editor's Notes
- Why has it changed The dynamics Increased competition – from all sides Size of the global and world market? Size of Nokia
- Nokia built a global #1 business on world beating design, innovation, manufacturing and logistics. Our competitive focus was focused on Motorola, Sony Ericsson, LG et al where we would always beat them on price, quality, design and marketing But the game has changed Nokia now lives in a world not of mobile phones, but of ecosystems, operating systems and continuous consumer engagement. Our biggest competitors come don’t come from Europe or Asia, but silicon valley. One who made a business out of alternative computers and then re-invented the MP3 player and one who built the world’s most successful search engine. And our marketing has had to change to address this. From ‘launch’ to ‘introduction and sustenance’ From stand-alone to being much more in partnership with content owners and developers From differentiation by product type to consumer customisation From ATL to digital and experiential
- Explain what the idea actually is. The creative strategy leverages a very topical subject. Look at the likes of Shane Warne, Stephanie Rice etc who obviously didn’t choose the right to send their messages! We created a name for this phenomena and a pseudo-scientific field called ‘Messagology’. Messagology aims to perfect the science of ‘mixing your messages’. yoUTH Insight: Messaging is the preferred form of communication. Fully integrated campaign encompassing ATL, digital, microsite, content creation, live, promotion, retail offer Add Nokia and VF logosd top right. and PR.
- Explain what the idea actually is. The creative strategy leverages a very topical subject. Look at the likes of Shane Warne, Stephanie Rice etc who obviously didn’t choose the right to send their messages! We created a name for this phenomena and a pseudo-scientific field called ‘Messagology’. Messagology aims to perfect the science of ‘mixing your messages’. yoUTH Insight: Messaging is the preferred form of communication. Fully integrated campaign encompassing ATL, digital, microsite, content creation, live, promotion, retail offer Add Nokia and VF logosd top right. and PR.
- Explain what the idea actually is. The creative strategy leverages a very topical subject. Look at the likes of Shane Warne, Stephanie Rice etc who obviously didn’t choose the right to send their messages! We created a name for this phenomena and a pseudo-scientific field called ‘Messagology’. Messagology aims to perfect the science of ‘mixing your messages’. yoUTH Insight: Messaging is the preferred form of communication. Fully integrated campaign encompassing ATL, digital, microsite, content creation, live, promotion, retail offer Add Nokia and VF logosd top right. and PR.
- Explain what the idea actually is. The creative strategy leverages a very topical subject. Look at the likes of Shane Warne, Stephanie Rice etc who obviously didn’t choose the right to send their messages! We created a name for this phenomena and a pseudo-scientific field called ‘Messagology’. Messagology aims to perfect the science of ‘mixing your messages’. yoUTH Insight: Messaging is the preferred form of communication. Fully integrated campaign encompassing ATL, digital, microsite, content creation, live, promotion, retail offer Add Nokia and VF logosd top right. and PR.
- Explain what the idea actually is. The creative strategy leverages a very topical subject. Look at the likes of Shane Warne, Stephanie Rice etc who obviously didn’t choose the right to send their messages! We created a name for this phenomena and a pseudo-scientific field called ‘Messagology’. Messagology aims to perfect the science of ‘mixing your messages’. yoUTH Insight: Messaging is the preferred form of communication. Fully integrated campaign encompassing ATL, digital, microsite, content creation, live, promotion, retail offer Add Nokia and VF logosd top right. and PR.
- Explain what the idea actually is. The creative strategy leverages a very topical subject. Look at the likes of Shane Warne, Stephanie Rice etc who obviously didn’t choose the right to send their messages! We created a name for this phenomena and a pseudo-scientific field called ‘Messagology’. Messagology aims to perfect the science of ‘mixing your messages’. yoUTH Insight: Messaging is the preferred form of communication. Fully integrated campaign encompassing ATL, digital, microsite, content creation, live, promotion, retail offer Add Nokia and VF logosd top right. and PR.