#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

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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

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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

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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

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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

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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

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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