Marketing to Teens & MillennialsThe shape of digital success

Thomas Müller Global Director, Customer Experience

Did you know?

• What percentage of Millennials sleep with their cell phone in their bed?

• A) 60%• B) 80%• C) 90%

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Source: Millennials, A Portrait of Generation Next, PEW February 2010

Did you know?

• What percentage of people in the Middle East are below the age of 25?

• A) 45%• B) 55%• C) 65%

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Source: The Arab Millennials, arabyouthsurvey.com

Did you know?

• When asked to rank “life priorities” which did Millennials rank the highest?

• A) helping others in need (21%)

• B) being successful in a high-paying career (15%)

• C) being a good parent (52%)

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Millennials are:

• Confident• Connected• Open to change• Self-expressive• Racially diverse• Less religious• Multi-taskers• Progressive • Technologically

advanced

• Constant interaction• To be part of a community• To share their opinions• To converse with businesses

and organizations• Fusing technology into their

daily lives

Millennials like:

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Global Millennials:

• 68% percent of Millennials in the ME say religion defines them as a person, compared with just 16% in the West

• 34% of Millennials in the ME say success means making the world a better place – compared with 12% in the West

• Western Millennials rely on TV for news, the internet is the most important source of news in the ME

Differences Similarities• Substantially more

technologically advanced and savvy compared with other generations

• Both Millennial groups spend majority of their disposable income on clothes and footwear

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Source: The Arab Millennials, arabyouthsurvey.com

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Background

Filling a regional void with a social network for the people of Arabia, by the people of Arabia.

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The Opportunity

• Since 2008 North Africa and the Middle East are the fastest growing regions of mobile adoption

• The region was lacking its own true Arabic offerings in the community, content, and Ecommerce categories

• Du, one of UAE’s Telcos, stepped in

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Product naming

• The product needed a name that appealed to English and Arabic speakers while conveying intuitive, modern, trustworthy and fun

• Naming based on strategic, linguistic, legal and market viability criteria

• The product name: Anayou

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Category disruption

• Anayou is the first social network built for the people of Arabia by the people of Arabia

• It is a personalized mobile and web experience providing a single place to store and access your digital life

• It allows people across the region to connect with people they care about, and express themselves

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Home page

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Welcome, English

My home, first visit

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My Vault photos page15

Celebrity profile page16

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Background

• When Sony added a web browser to the PSP, they needed help drive loyalty among current and future PSP users

• Research explored trends, behaviors, and expectations in the marketplace among gamers, web publishers, carriers, manufacturers and licensors

• In the face of increasing pressure from Xbox and its online gaming service a brand identity for the PlayStation online community was created

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How does PSP appeal to Millennials?

• Focus on conversations with and interactions among gamers

• Expand perception from PSP=Hardware to more

• PSN (Play Station Network) was born to provide community for gamers

• The content and design focuses on creating opportunities to engage members of the community

Personalized and updated content

• Content is tailored based on the user’s profile information, friends’ activity, and earned trophies

• Personalized content includes:– Friend’s activity in the community

Recommended games and media information

• Content modules are dynamic to ensure the latest content is constantly re-surfacing

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Flip

• Handheld digital video camera• CISCO acquired Flip in March 2009• “It’s bringing crowd-sourcing to television,” said

Jodi Lipe, vice president of marketing partnerships and promotions at Flip Video/Pure Digital Technologies

• Entire advertising/marketing campaign relies on the 2-way conversation

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Why is the Flip appealing to Millennials?

• It’s easy to shoot and share• A millennial was hired to manage their viral

marketing and advertising campaigns • Andrew and another Milliennial coworker, Greg,

produced videos such as “Flip Like We Do” and shared them via YouTube and Facebook

• Justice’s first video alone generated more than 90,000 viewings and was featured in an online story on All Things Digital, one of The Wall Street Journal’s technology sites.

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Flip on Facebook

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About Siegel+Gale

We are a global strategic branding, customer experience and design firm. We build world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences.

250 people, across 4 practice areas: Research, Brand Development, Digital, Simplification. 8 offices, NY, LA, SF, London, Hamburg, Dubai, Bejing, Shanghai.

Part of Omnicom. www.siegelgale.com

Thomas Mueller, Global Director Customer Experience

tmueller@siegelgale.com

@tmuellernyc

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