Interest around the Generation Z demographic sparked once again over the past week following Ofcom’s annual ‘Communications Market Report’. The research found that children and teenagers were the most digitally savvy age bracket in the UK — with children as young as six able to navigate their way around digital technology as quickly as the average 45 year old.
Source: McCrindle Research
Described as the “first tribe of true digital native”, Generation Z covers those born around 1995 to present and has grown up with easy access to the internet, social media and emoji speak. Not only are Gen Z-ers the most tech literate generation, this cohort is also deemed the “holy grail of brands” according to Marketing Magazine, as they now make up a group around 2bn strong worldwide (23% of the population in the UK).
Members of Generation Z have some interesting characteristics which provide food for thought for brands looking to market to the consumers of tomorrow.
Common traits include:
- A sense of entrepreneurial spirit – Generation Z watched their older siblings struggle to find work and so they are focused on boosting their CVs by doing work experience or holiday jobs. Generation Z don’t plan to follow the same path as those who stuck to societal rules only to be drowned with debt in bleak jobs market. In fact, seven in ten Gen Z-ers want to start their own business and say they would rather save money than spend it
- They don’t just want to make money; they also want to make the world a better place. The generation that has grown up since 9/11 and through a recession spends a lot of time worrying: about world peace, global warming and the likelihood of parents losing their jobs
- Most of Gen Z are younger than Google and they are more tech-literate than adults in their mid forties. They don’t use texts and message one another using emoji. And as a result, Gen Z-ers have shorter attention spans (around eight seconds).
- Gen Z-ers are less narcissistic than the selfie-obsessed millenials (between the ages of 20 and 36) and 69 per cent would rather be cleverer than others than better looking.
- Due to Generation Z’s upbringing under the pessimism of Gen X parents, members of this cohort are resilient. Generation Z don’t need to feel special and have a sense of realism fed to them from a young age.
Just as Generation Z face a ‘Grave New World‘ as they grow up, brands and marketers, likewise, are entering a brave new world to build brand equity and trust with this group of true digital natives.
We are well into the knock out stages of the riveting 2014 World Cup. Not only have the games delivered, statistically, the most successful World Cup ever in terms of goal-scoring with 136 goals, the 48 action-packed matches at group stage was also one of the most talked about international sporting event on social media. According to Twitter, 300 million tweets have been sent to date compared with 150 million during the whole of the 2012 Olympics. It seems to be that everyone and anyone is sports pundit nowadays.
Of course with any major sporting event, how can we forget the epic efforts brands go to cash in on World Cup fever? The concept of branded entertainment is reaching new heights with brands adopting the traits of narrative constructs to convey powerful stories, as seen in the Beats and Nike short films – both non-sponsors of the World Cup. These days, the short 30 second branded/ product “advert” just won’t cut it to get the attention and kudos from today’s audience.
Here’s a personal selection of five of the best World Cup 2014 commercials:
Beats By Dre – The Game Before the Game
Nike – The Last Game
Nike Football – Winner Stays
McDonald’s – GOL!
Adidas – House match
For typography fans, The Times Newspaper commissioned this short film based on its renowned typeface Times New Roman, as part of the paper’s new ‘Unquiet Film Series‘.
The third instalment, in the collection of short films, celebrates one of the most recognisable typefaces of our time, albeit a “default, boring, robust, honest, classic, proud” font as described by those who star in the film.
A fascinating and splendid look at this famous typeface, which takes in both its historical and cultural relevance as well as current incarnations for the newspaper.
The video is part of nine short films, with four videos already released looking at:
- The Power of Words featuring leading Times’ columnists and writers
- Question Everything – a review of the paper’s investigative journalism
- Times New Roman – a new font is born
- Photojournalism – an exploration of The Sunday Times’ history of commissioning photojournalism
Catch the series here: www.foreverunique.co.uk
The old adage “If you can’t do it well then don’t do it all” seems to ring true when it comes to April Fools’ pranks.
April Fools ’ Day – a day when journalists expect to be inundated with fake products and announcements, brands just can’t get away with going into it halfheartedly by sending out a poor press release and clogging up a journalist’s inbox just for the sake of marking the occasion.
Over the years, the likes of Google through its products like YouTube, Gmail and Google Maps have seriously raised the game for well-executed April Fools’ pranks. The first of April isn’t just a day for mindless fake announcements, but a chance to raise brand awareness. And with a well-designed press release with optimised links and high quality assets, it can help boost brand searches and conversion, whether that’s to reactivate a forgotten Gmail account or trigger an impulse purchase for an innocent smoothie. You really want that marmite smoothie, don’t you?
So what have been the best April Fools’ jokes this year? Here’s a round-up of the best brand hoaxes of 2014:
Google Maps x Pokémon - Riding on the popularity of Twitch plays Pokémon, Google is calling on the Pokémon fans to “catch ‘em all” as it leaves Pikachus, Mews and Bulbasaurs in different locations across the globe. According to Google, the ultimate Pokemon master who collects every single Pokemon will be invited to Googleplex to participate in the final round of hiring.
While on the note of recruitment, Google also allows you to AutoAwesome your CV by adding special effects to your resume.
Emojify the web! As an emoji addict and fan of expressing everything through icons (((o(*ﾟ▽ﾟ*)o))), Google Translate now allows you to read all your favourite web pages using emotive illustrations. I’m game.
Can you feel the force? Inspired by Star Wars, online retailer, The Fowndry is launching Star Wars Force paint available in two colours: The Dark Side – Carbonite and The Light Side – Hoth White. A coat of this special paint on any surface of your home not only boosts wifi connectivity in the home but also improves your ability to commune with the dead.
Source: The Foundry
Microsoft announces SmartClippy technology – Promoted Tweets are now no longer confined to boosting new campaigns. This year, Microsoft promoted its gag using Twitter, billing the googly eyed paper clip as the one paperclip for everything in your life.
Microsoft Announces SmartClippy technology – the one paperclip for everything in your life! http://t.co/XF1OlWi52K
— Microsoft UK (@MicrosoftUK) April 1, 2014
No more butter-side down bread – Likewise, Sainsburys followed suit with some Twitter advertising to promote its April Fools campaign. Although the formula they used to calculate the perfect bread-slicing method could have been a press office story for any other time in the year
No more butter-side-down bread. Our new bread-slicing method means you’ll never lose your breakfast again. pic.twitter.com/NjP2q4CjH1
— Sainsbury’s (@sainsburys) April 1, 2014
On the subject of toast, Warburtons “announced” plans to build a new office in London – TWO in fact – sandwiching the Gherkin. A simple idea that drove some nice interactions on Facebook.
Source: Warburtons Facebook
YouTube announces upcoming viral video trends – Forget flashmob marriage proposals, planking and harlem shakes, YouTube thinks it knows what the biggest viral video trends will be in 2014.
Google Japan launches magic hand device for smartphones– everything always sounds way more advance in Japanese.
And lastly for my South London friends, according to BrixtonBuzz, Brixton will be undergoing a major rebranding exercise. Anyone fancy drinks over at East Clapham market on Friday?
For those who were completely mesmerised by Lurpack’s slickly edited sequence of chopping, dicing, peeling and mashing can feast their eyes on this “chromatic porn food series” (as described by the food film vimeo channel) by Proximity BBDO Paris for Carte Noire.
The series features four mini films as part of Carte Noire’s “Couleur Café” campaign, which ran a couple of years ago but is only getting attention from the likes of Adweek now.
The four shorts in the series covers rose (cream profiteroles), green (a pistachio tiramisu), red (a chocolate-raspberry millefeuille) and yellow (a mango-passionfruit mousse).
Here’s to delicious food artistry…