#146
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
//Authenticity for
Generation Y
Real
Real
Real
//Template 1 • Tekst
//Template 1 • Tekst
Page 31
Page 32
Page 33
Page 34
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
Page 37
strategy: engage – sell – build loyalty
Engage through their
passion for Music
Exclusive access
through Youth products
Capture more
everyday spend
Relevance
Trial
Loyalty
4 key partners to deliver sustainable engagement
Page 38
Experiences 1,000+ Youth • Examples: Dinner w/ artist, appear in music
video, studio recording experience, VIP party
w/ artist, music lesson with artist
Access 50,000 Youth • Examples: Pre-release downloads,
signed memorabilia, private shows
Tier 3
Tier 2
Tier 1
Access 297k Youth Examples: Ticket presales, VIP tickets,
hospitality, Front-row seats,
Fast Pass Line
Offers 70,000k Youth Examples: Branded
merchandise, last minute tickets
Experiences Examples: Special private events
Offers/Content Mass
Reach • Examples: Exclusive digital content
e.g. artist interviews, concerts
And enable constant social content and conversation
Page 39 agosto 27, 2012
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 1 2 3 4
30th
17th
4th
18th
4th
6th
23rd
20th
16th 9th
16th 14th
Panda,
Moderatto,
Paty Cantu,
Enjambre,
Anahi, Zanetti,
Sofi Mayen,
Miró
Experiencia
CALENDARIO "YOUTH PLATFORM"
Mastercard
Hospitalities
PreSales
Giveaway Tickets
Memorabilia
Trip to concert
outside Mexico
Coldplay
Travel with an
artist
Backstage Pases
in Mexico for
concert
Meet & Greets
Interview an
Artist (Press
Conference)
Be Part of a
Video
Be at an album
recording
Attend to band
rehearsal
Music Lessons
with an artist
VIP Parties
College shows
Pocket shows
Maroon 5 Linkin Park TBD
Belinda y Zoé
KISS Smashing
Pumpkins
Coldplay Evanescence TBD Nervo
Los Claxons Mike Zanetti
Ha-Ash Miró Enjambre Sofi Mayen
Paty CantúHa-ash
Paty Cantu Miró Zoé y Zanetti
León Larregui Eiza Belinda Enjambre
Panda Los ClaxonsMike Zanetti Enjambre
Belinda Zoé
Sofi Mayen y
Benny
Enjambre Sofi Mayen Miró Zoé
MiróHa-Ash
Panda ModerattoPaty Cantu Hello Seahorse
Enjambre/Sofi
Mayen
Enjambre/Sofi
Mayen
Enjambre/Sofi
Mayen
Enjambre/Sofi
Mayen
TBD
Leon Larregui Paty Cantu Moderatto
KEANE TBD
2012 2013
JULY AUGUST JULY AUGUSTJUNESEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY
TBD TBD TBD
Page 40
Breadth and variety of artists to establish
credibility among Youth
Belinda Enjambre Zanetti Sofi Mayen Alex Syntek
Coldplay Moderatto Anahí
Ha-ash Miro Benny
Eiza
Paty Cantú
Zoe
Panda
Hello seahorse
Variety of benefits activated to address different objectives
Page 41
Presales Experiences with artists
Content/ downloads Ticketing Offers
Purchase Purchase Access w/o card Access w/ card Access w/o card
Access w/ card Access w/o card
Access w/ card
Creating a dynamic social community
Page 42
Page 43
4,000 university
student and 300
customers
experienced the
launch of Priceless
Music at an
exlusive concert
with Moderatto
Priceless Music launch event in Mexico City
to create buzz and momentum
① Stay true to your roots, but don’t shout
②Warm & close is the new cool
① Be open and respectful, listen (like friends)
Real
// I WILL NEVER FORGET THE DAY…
Source; 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.
Surprise
Fear
Anger
Sadness
Disgust
Meeting the
love of my life
Becoming a
sport champion
My first kiss
Extreme experience (e.g.
skydiving, mount climbing)
Parents got
divorced
New school
Encountered
aggression
When I was
dumped by my
partner
Death of a person
close to me
Was
diagnosed with
a serious
illness
When I got in a
fight
Discovered I had no
real friends when I
needed them most Moved
Graduated
Got my driving license
Being dumped by my
boy/girl friend
N = 40
N = 13
N = 14
N = 93
N = 30
Happiness N = 156
①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is about connecting youth in a
playful way
Happy