The 15-25 year old audience were born on the side of the information highway and are thus notoriously hard for brands to reach. Here's a few campaigns that worked!

2. GEN Y/Z
WHO ARE THEY?
HEY BB!
AN INCH DEEP AND MILE
WIDE RANGE OF KNOWLEDGE
AND INTERESTS
ALWAYS CONNECTED
SEPARATION ANXIETY FROM
MOBILE DEVICES
FEAR OF MISSING OUT!

3. SOCIAL USAGE
QUICK STATS!
14-19 YR OLD SOCIAL MEDIA
USERS:
94% ON FACEBOOK
41% ON INSTAGRAM
10% ON GOOGLE+
7% ON TWITTER
4% ON PINTEREST
1% ON LINKEDIN
62% USE SOCIAL MEDIA
WHILE WATCHING TV

4. NO.1: SKITTLES
BUILD THE RAINBOW

5. WHAT IT IS:
SKITTLES “BUILD THE RAINBOW” WAS AN ONLINE ACTIVATION THAT ENGAGED FACEBOOK
FANS BY GETTING THEM TO PLEDGE 100,000 SKITTLES TO FILL AN UPSIDE-DOWN RAINBOW
THAT WAS LIVESTREAMED FOR 48 HRS. THE STREAM FEATURED A CAST OF QUIRKY
CHARACTERS OVERSEEING THE BUILD AND BUILDING INTO THE SKITTLES “SURREAL” AND
ONLINE CULTURE TONE OF VOICE

6. RESULTS:

7. AS A RESULT OF SUCCESSFUL BRANDING,
SKITTLES IS ONE OF THE MOST POPULAR
FACEBOOK PAGES WITH 25 MILLION FANS
AND INSANE ENGAGEMENT ON EVERYTHING
THEY POST.

8. WHY IT WORKED:
OBJECTIVES: GROW AND ENGAGE FAN BASE
INSIGHT: PEOPLE DOES NOT WANT TO SEE AN AD, THEY WANT TO SEE AWESOME CONTENT
STRATEGY: USE OF MOB MENTALITY AND COMBINING THE ONLINE AND THE PHYSICALONLINE INTERACTION = 1 SKITTLE IN THE RAINBOW. FANS AREN’T JUST ENGAGED, BUT
INVITED TO BE PART OF SKITTLE’S CRAZY ANTICS.
MEDIA: USE OF SOCIAL- FACEBOOK APP WITH LIEVE STREAM VIDEO EMBEDDED. PAID MEDIA
BEHIND IT TO IMPROVE ITS EDGERANKING, EASE OF USE, EASY TO SHARE, EXACTLY WHERE
THE TARGET LIVES.

9. NO.2: SLURPEE
BYO CUP DAY

10. WHAT IT IS:
SLURPEE WAS FACED WITH A COPY-CAT PRODUCT FROM COCA-COLA AND NEEDED TO
COME UP WITH A CREATIVE WAY OF EXCITING CONSUMERS AND CAPTURING THEIR
IMAGINATIONS. THEY DEVELOPED THE AMAZING CONCEPT OF ALLOWING CONSUMERS TO
BRING THEIR OWN CUP TO 7/11. THIS WAS A TRADITION STARTED IN 2011 AND HAS NOW
BECOME AN ANNUAL TRADITION AND PART OF THE BRAND’S IDENTITY.

11. RESULTS:

12. FB HILARITY ENSUES…!

13. WHY IT WORKED:
OBJECTIVES: BEAT COPYCAT PRODUCT FROM COCA-COLA
INSIGHT: DUE TO BEING YOUNG AND RESTICTED, TEENAGERS CRAVE NOTHING MORE THAN
FREEDOM. ONE THING ABOUT THE PRODUCT HAS ALWAYS REMAINED THE SAME- THE CUPSO WHY NOT GIVE SLURPEE DRINKERS THE FREEDOM THEY CRAVE?
STRATEGY: PROMOTE BRAND LOYALTY THROUGH CREATIVE EXECUTIONS THAT INVOLVE THE
CONSUMER
CREATIVE: CAPTURES CONSUMERS IMAGINATIONS- THE CONTENT RELIES ON THEIR
PARTICIPATION. THE PRINT/ONLINE CONTENT WAS INFLUENCED BY THEIR IDEAS.
DIGITAL: THE DAY WAS PROMOTED AND SHARED FAR AND WIDE ON DIGITAL AND
GENERATED A HEAP OF ENGAGEMENT AND USER-GENERATED CONTENT!

14. NO.3: HUNGRY JACK’S
CHECK IN & WIN

15. WHAT IT IS:
HUNGRY JACKS IDENTIFIED A GAP IN THE AUSTRALIAN FAST FOOD MARKET – MOBILE
GEOTARGETED REWARDING. THE CHECK IN & WIN APP IS EXTREMELY SIMPLE- DOWLOAD THE
APP, CHECK IN TO A HUNGRY JACKS RESTAURANT ON FACEBOOK, AND RECEIVE AN INSTANT
PRIZE. IT WAS EXTREMEMLY POPULAR – ALTHOUGH NOT CREATIVELY BRILLIANT, IT SHOWS THE
TECHNOLOGY CAPABILITIES OF MOBILE AND SOCIAL.

16. RESULTS:

17. INTERFACE & APP FEATURES

18. WHY IT WORKED:
OBJECTIVES: BOOST HUNGRY JACK’S SOCIAL MEDIA AWARENESS AND BRAND
ENGAGEMENT
INSIGHT:GEN Y/Z ARE THE HIGHEST USERS OF SOCIAL MEDIA AND THE LOWEST EARNERS.
THEREFORE, A FREE LUNCH FOR A CHECK-IN IS A PERFECT MUTUAL VALUE EXCHANGE.
STRATEGY: TURN FAN’S NEWSFEEDS INTO ADS BY GETTING THEM TO CHECK IN, AND REWARD
THEM WITH LUNCH
MEDIA: MOBILE APP/FACEBOOK.

19. NO.4: MEATPACK
MEATPACK HIJACK

20. WHAT IT IS:
MEATPACK IS A GUATEMALEN SHOE STORE KNOWN FOR ITS EDGY STYLE AND SPECIAL
DISCOUNTS. THE HIJACK CAMPAIGN IS AN APP THAT GAMIFIES THE RETAIL EXPETIENCE BY
GETTING THEIR “SNEAKERFREAK” CONSUMERS TO LITERALLY RUN FROM THEIR COMPETITOR’S
STORES AND INTO THE MEATPACK STORES TO RECEIVE A DISCOUNT.

21. RESULTS:

22. WHY IT WORKED:
OBJECTIVES: HIJACK CUSTOMERS FROM COMPETITORS
INSIGHT: SNEAKERHEADS WILL LITERALLY RUN FOR A GOOD DISCOUNT!
STRATEGY: INJECTING EXCITEMENT INTO THE RETAIL EXPERIENCE BY TURNING IT INTO A RACE
AGAINST THE CLOCK!

23. AND- A SIGN OF THE TIMES…
THE OFFLINE GLASS

24. WHAT IT IS:

25. WHY IT WORKED:
OBJECTIVE: RESCUE PEOPLE FROM THE ONLINE WORLD AND REVIVE BAR CHAT
INSIGHT: THE VALUE OF CONVERSATION IS BEING STOLEN BY SMARTPHONES/SOCIAL MEDIA
STRATEGY: CREATE A PHYSICAL BARRIER BETWEEN THE USER AND THE PHONE IN ORDER TO
COMPLETELY CHANGE BEHAVIOUR. HILARITY ENSUES.

26. WRAP IT UP!
KEY LEARNINGS

27. HOW THESE CAMPAIGNS REACHED
GEN Y / Z
HEAVILY MOBILE-CENTRIC
MOBILE USED TO ALTER AND
INFLUENCE THE RETAIL
EXPERIENCE
BEING ALL OVER SOCIAL
RESPONSIVE ADVERTISING
LIKEABLE BRAND PERSONALITY
ALL HAVE A PHYSICAL ELEMENT