Accessing

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Accessing Engaging thei-Generation

• Presented by Russell Symonds
• Compiled from research carried out for Durex by
• McCann Erickson Communications
• Youth Conspiracy

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McCann Erickson

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Take That tour
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Gonzo insight
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Basic stats

• 9 million (15) of the UK population is aged
  16-24
• 2.6 million full time students in the UK
• UK Tribes
• Emos, Geeks, Chavs, Townies Trendies, Sk8ters
  etc

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Areas of influence

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Cool is not trying too hard

• Generating greater brand equity with young adults
  is more likely to win their
• approval. The harder you shout, the more likely
  they are to cover their ears
• and talk negatively about the brand.
• Entertainment and technology brands are topping
  the poll of respected brands according to a
• Channel 4 poll.
• Top 10 Cool Brands (2008)
• Aston Martin
• iPhone
• Apple
• Bang Olufsen
• YouTube
• Google
• Nintendo
• Agent Provocateur
• Rolex
• Tate Modern

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Why the i-generation?

• this generation is unique in that it has grown
  up with an i-phone its hand. E-media has been
  present their whole lives.The new differentiators
  are how they interact with it not if or when.

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On line access
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A two way street
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Multi media habitsWatching TV or listening to
the radio while online
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Social networking
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The new way of being
Editors
Jack of all trades
Control freaks
Connectors
Directors
Stimulation addicts
Youth Conspiracy (08)
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What young people want

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An end to panicology

• Panicology
• Youth sex is often portrayed in the media
• in a negative light. So much so that there
• are undercurrents of STI acceptance.
• That STIs are so rife that resistance is
• futile and well all get one eventually.
• Additionally the perception that there is
• a 24 hour cure and that STIs are not a big deal.

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Real Sex

• this is about me, my concerns are about having
  better sex
• Promote being comfortable in not knowing.
• Positive, relevant communication.
• A lighthouse for all things sex.
• Even context in all communications.
• Something omnipresent and easily accessible.
• Openness and transparent. Sex is not a product or
  a statistic
• Promote sexual well being and not scare
  mongering, sex is a good thing.
• Be malleable and welcoming but also able to lead.
• Two way dialogue

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They dont want

• Trying to be trendy is not going to win their
  approval.
• 1) Dad Dancing Dialogue or, corporate or medical
  speak
• 2) You to be intrusive, constrictive,
  prescriptive or patronising
• 3) Jump on the bandwagon

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They Fear

• Loss of privacy
• Embarrassing questions
• Being judged
• Being the only bloke in the place
• A painful experience
• Source brook men and young boys 2008

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Access

• All media channels are still relevant
• To really engage there must be a route of
  dialogue
• Engage the connectors with a positive or
  inspirational message
• Myspace is Myspace and not yours only
• 4.1 of social networkers would approve of
  contact this way

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Sustain youth involvement.
Dont patronise, they want to tell you.
Talk Directly.
Dont be a friend that is too keen.
Anna Raferty, Penguin Books
Bite size chunks of advertising for them.
Laura , Home Office Trendall
Balance needs of the project how to entertain.
Sara Grove, Sega
Know your consumer and like him.
If I only had 5k Id target the connectors and
let them do the work.
The advert was meant to make me feel
uncomfortable. Im 41.
Cheryl Calverley, Unilever
Social Media Its best to be invited in
Will Harris, Nokia
Will Harris, Nokia
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Thank you