Good Morning Bergen Follow me @joeri

Good morning R/GA

Follow me: @joeri_insites

Good Morning Bergen Follow me @joeri

Good morning

Follow me: @joeri_insites

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.

#146

R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

//Authenticity for Generation Y

Real

Real

Real

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Crowdsourcing emerging designers via social media

Designers get their inspiration from life in the city, the club scene, each other, their expert coaches, the Heineken brand and of course… clubbers!

The layout takes a cue from the nightlife journey of clubbers

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① Stay true to your roots, but don’t shout

② Close & warm is the new cool ③ Be transparent and respectful, listen (like

friends)

Real

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Unique

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① Sustain your unique proposition & style ② But adapt to the changing environment ③ Not forgetting about your core audience

Unique

Self

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Insert  movie  rorschach  U  by  Kotex  

Self

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Self

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Self

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Self

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Self

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Self

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Self

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① Don’t offer products, support lifestyles ② Never use tribes on the outskirts

③ Vary & combine different passion points

Self

// I WILL NEVER FORGET THE DAY…

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

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.

Happiness  N = 156

① Deliver gratifications, not just pleasures ② Don’t use negative emotions ③ Happiness is about connecting youth in a

playful way

Happy