4 opportunities

to engage with

urban youngsters:

a Quinny caseBy Anouk Willems & Marieke Koningen

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Hi! I’m Marieke

Market Intelligence Manager

and I’m AnoukResearch Innovation Manager

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Gen Y is the most

important customer

of the future

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Why are they so

different?

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Urban population is

growing

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Urbanizationis a trend we can’t beat

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So surely,

it’s time to join!

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4 opportunities to engage with urban

youngsters 1

2

3

LOVE

AUTHENTICITY

CONNECT

4 LOCAL

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My love for my city is so

big that I’m ready to take

up every challenge accompanied with this

lifestyle

#1

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love for my city

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Unconditional love that is

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Besides experiencing the

dynamics of city life, I

want to go ‘back to basic’ and not forget about the

authentic things in life

such as nature

#2

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Digital downtime in the city

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We run this town

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The city can be quite

impersonal and I don’t

want to feel that there are

no people who care about me

#3

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Connect with the anonymous

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Connecting is a (lost) skill

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Although we live in such a

big and sometimes

anonymous city, I really

want to feel at home in my

own neighborhood

#4

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Build your local community

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and get around

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The story of the

longboardstroller

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On a quest for

universal insights

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v

Immerse into the world

of the Urban ParentInspire entire Quinny team

Understand daily challenges

Context: mobility

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Urban Parents Consulting Board

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The City for Life Parent

Even with the problems that happen in

this huge city, we love to live here. It

has so many great restaurants, lots of

theatres, shopping malls, parks, the

cultural life is very nice here. SP is

also the financial capital of the country

so lots of business happen here.

Changing experience with people

around the world will help me and my

family to deal with bad stuff that SP

has, making our life more enjoyable.

Clarissa

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2. Going back to basic

My daughter loves being outside, so

much so that if she wants to go play

outside, she will get her shoes and have

me put them on and the get my shoes and

try to put them on for me. So whether she

is just sitting in the grass exploring or

getting to run around on a playground

she just loves being outside.

Starlitsky

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3. The Modern FamilyMy parents encouraged me to leave the kids at

home with them as they love kids and would be

more than happy to look after them. It is

important in our family that we see the children

grow up and they do not spend hours being looked

after in a daycare center or a babysitter. We love

to keep the ties with the children tight in the

family.

Sontschi

Our families don’t live in Berlin. We Skype

regularly with them. My 15month old daughter

starts to realize, that her grandparents talk to

her through the iPhone or tablet and she loves

it. She waves her hand to them and talks

something in her baby language.

Supersavvy

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4. Getting around

Routine trips are to the store, up

into town to meet friends, to baby

groups and group activities. If

we’re staying local, we use the

stroller because Iz LOVES to face

out and stare at people as we pass,

nosy little biddy.*lol*.

We have regular play groups in our

area, they’re very important for her

socialization and for my sanity!

Some of them have music and

singing, all of them have friends for

her to play with, and we love them.

Bigmamabrown

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Impact:Repositioning the brand

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ME

SK

ILL

SL

OO

KS

WE

From looks to skills, from

me to we

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New social currency

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New productinnovations

Prioritize product ideas

Guide internal discussions

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The longboardstroller

Partner Studio Peter van Riet

Viral campaign

OVAM Eco Award PRO 2012

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Thank you! Questions?

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