On Monday 2th July, we decided to tick this little gem off our bucket list and set off for the trek of a lifetime to Trolltunga in Norway. It was an early start but fuelled up on breakfast from the hotel, we set off to Skjeggedal where the trail begins…
About to start off in the morning. This is Geoff, our fellow tour group mate from Yorkshire – a very kind man
Not realising what we were about to go through – fresh-faced and ready to go
Our tour guide, Daniel who abandoned us after two and a half hours into the trek saying that I was walking too slowly and told us to turn back as it would be too dangerous. His exact words were: “This trek is not for everyone. You’re still young. Come back another time”
Not put off by our tour guide’s words, we decided to press on.
The way there…
Finally getting to the top after 6.5 hrs for this photo opp
It was 4pm when we decided to head back before it got dark. That’s another 11km back to the start…
This stretch of snow paths lasted for endless miles. We were starting to regret our decision. Luckily our bars of snickers kept us going.
After trekking through mud sludge and a further 2km descent through a forest we finally made it back down. I arrived at 11.45pm and we’ve never been so glad to be back on flat ground.
Google today released its Year in Search list, which tracks the most searched-for terms, people and events of the year. Formerly referred to as “Zeitgeist“, the collection has been re-branded as the “Year in Search”.
The montage offers fascinating insight into how people around the world used the search engine.
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