Media Research Document
Client: Movie World
Product: Movie World’s Fright Nights
Alex Farrelly - n7216149
Movie World’s Fright Nights is a full scale production
event with rides and themed attractions.
– It will last for two weeks culminating in a Halloween
event on October 31st.
This document will provide an analytical review of the market and
product. Market and product analysis’ will be applied to audience
research to form key insights for the campaigns media plan.
Market
Amusement park product sales are driven by an amusement parks primary activity; delivering an
experience, with support from attractions (costumes, entertainment and mechanical rides) (Allday,
2013). A dominant theme, or themed precincts create atmospheres which shape and enhance
the consumer experience.
Figure 1 - Snapshot: Australian
Theme Park Industry 2013-14
• The Gold Coast is the epicenter of theme park operations
in Australia. The theme park industry in Australia is a
mature industry; revenue changes will resemble
Revenue
Profit
AUD $627.4m
AUD $45.8m
contractions in the economy (Allday, 2013).
• As outlined in figure 1, Industry growth had receded by 1.2% following economy shrinkage, fewer international
Annual
Growth 200914
Annual
Growth 201419
-1.2%
1.7%
Adapted from “Ticket to ride: Ticket discounting
keeps visitor numbers high but squeezes margins,”
by A. Allday, 2013,
http://www.ibisworld.com.au/industry/default.aspx
?indid=665, p. 4.
visitors and heavy discounting in the off-season (Allday,
2013)
Market
Figure 2 - Key Market Factors
Key External Drivers
Key to Success
Total Leisure and Recreation
Time
Proximity to Markets
Domestic Trips by Tourists
Managing Seasonal Products
Real Household
Discretionary Income
Maintaining a Loyal Customer
Base
International Trips by Tourists
Marketing of Differentiated
Products
Adapted from “Ticket to ride: Ticket discounting keeps visitor numbers high but squeezes
margins,” by A. Allday, 2013,
http://www.ibisworld.com.au/industry/default.aspx?indid=665, p. 4.
Figure 2 outlines factors in the
market that have a significant
influence on the amusement
park industry (Allday, 2013).
The Movie World target markets
consist of Brisbane and regional
Gold Coast and Lismore. Figure
3 outlines the target area
population.
Figure 3 - Target Area Population Total and Target Audience (15-24yr
olds) (Australian Bureau of
Statistics, 2013)
86.7% of Industry Revenue from Domestic Tourists.
Brisbane
•
38.5% from domestic visitors (aged 19-39)
• Largest retail purchasers
Total: 2,065,996
28.7% from domestic visitors (aged less than 18)
• Highest admission volume
Total: 557,822
•
Domestic tourists are the core market of theme parks. Domestic
regional markets are potential growth areas with 33.02% of Movie
Worlds target audience (Australian Bureau of Statistics, 2013).
TA: 156,608
Gold Coast
TA: 4164
Lismore
Total: 28,285
TA: 73,052
Adapted from “2011 Census QuickStats,” by Australian Bureau of
Statistics, 2013, http://www.censusdata.abs.gov.au/
census_services/getproduct/census/2011/quickstat/3.
Market – SWOT Analysis
Figure 4
Strength
Weakness
•
•
•
Location
• Cluster of parks in central location increases
patronage. (compared to isolated park)
(IMETT Group, 2012)
• Proximity to markets
• Favorable weather
Brand Recognition, Loyalty & Differentiation
• Movie World has a strong reputation and
brand loyalty (Allday, 2013).
• Movie World is Australia’s only movie centric
theme park and Fright Night’s is a unique
experience – this provides product
differentiation
•
•
The industry is sensitive to available leisure time
(Allday, 2013)
• The optimum target audience will spend the
most time on leisure.
Decreased margins (Allday, 2013)
• Wages and heavy discounting
• Directing sales online will decrease
overhead
Market Downturn as outlined in the market
introduction.
• Discounting could stimulate new customers
(46% of Gen Y’s said discounts would
encourage purchasing behaviour changes)
(WARC News, 2010)
Opportunity
Threat
•
•
Integrate technologies and consumer experience
• Match consumer demand for tech (Precourt,
2012) (Mintel, 2013).
• Growth predicted for expenditure on
recreation and culture (Allday, 2013)
•
Lack of tourism investment has seen declining
domestic and international attendance. (Allday,
2013)
Poor weather would threaten the success of Movie
World’s Fright Night.
Market – PEST Analysis
Figure 5
Political
Economical
•
•
Regulation
• A medium level of regulation exists on
thrill rides and food safety (Allday, 2013)
Discretionary income – This is expected to
decrease further weakening the industry
(IBISWorld, 2014)
• Attracting demographics with higher
discretionary income will increase
potential consumer expenditure.
Social
Technological
•
Consumers are moving towards mobile technology
to research and purchase products and services.
• Technology could be used to improve the
consumer experience within the park (eg.
Decrease perceived wait times with
interactive kiosks)
• Increasing web activity would meet
consumer demand for online brand
presence and engage them during the
decision making process
•
The industry is sensitive to the volume of
domestic tourist trips. This is expected to
increase in 2013-14. (Allday, 2013)
The amount of time people dedicate to leisure
activities is a social factor that influences the
theme park industry
• The target audience should have the
maximum leisure time
Market
Expenditure on leisure and availability of leisure time
– The industry is sensitive to expenditure on leisure which has increased
consistently; available leisure time is also expected to increase in 2013-14.
(IBISWorld, 2013) (Allday, 2013)
– Targeting markets that have both high discretionary income and excess leisure
time will be important.
The population of target area is substantial
– Targeting specific demographics requires a well defined audience with clear
strategies for reaching those groups over others; mass marketing will be lost.
Theme parks are a global industry; international trends may be applied
to domestic markets
–
–
Disney theme parks discovered that customers use of technology had
outpaced that of the parks. Disney identified mobile technology as a method
of enhancing the customers experience at their parks and also in delivering
information during the purchase evaluation (Precourt, 2012).
Unique themed experiences have become a popular way of differentiating in
competitive markets (Wong & Cheung, 1999). Investments in interactive
experiences have replaced new rollercoasters to attract repeat and new
customers during economic downturn (The Gale Group, 2011).
Market - Summary
• The theme park industry in Australia is a mature
industry that has seen -1.2% industry growth
following national economic decline.
– Industry is sensitive to
• Leisure time
• Discretionary income
• Domestic tourist trips
The risk associated with these factors should be reduced through consideration
of the target audience
• Movie World’s target markets are Brisbane, the
Gold Coast and Lismore. 86.7% of industry
revenue is from domestic markets.
– Movie world enjoys strong brand reputation in these
markets.
Product
Fright Nights is an event hosted by Movie World – the event offers a thrilling experience with
rides, themed attractions and interactive shows; the dominant theme is the horror genre.
–
Fan’s Insight: “Fright Nights not only indulges in cheap scare tactics but it excels on a large production scale with
incredible costumes and make up, engaging set design, music and effects to create an atmosphere of horror
blockbuster proportions.” (Yates, 2013)
–
Fright Nights is an experience rather than a tangible product.
• Consumers will be engaged with themes which becomes the main part of the purchasing
experience (Carruthers, 2012) . The relevant product themes (Movie, Adventure and Fantasy)
will be assed to determine their motivation on the target audience (Carruthers, 2012) .
–
Movie World Fright Nights is a mid-range problem solving (MPS) product.
• Low discretionary income is a barrier to purchase. - Consideration set or deeper pre-purchase
evaluation may exist
– Discounts will encourage some customers (WARC News, 2010)
• The product does not meet a HPS (High Problem Solving) product; consumers will not actively
seek information prior to the campaign (ZeePedia, 2013).
– MPS products require higher frequency than HPS products; engaging passive consumers
will be crucial in gaining attention. High frequency advertising will reach passive
consumers; this method is typically used with MPS products
–
Fright Nights, a seasonal event, begins two weeks prior to and culminates in a huge Halloween
event on Friday October 31.
– Media activities will commence two months prior to the event (September). Creating early
interest is a focus; concentrations shortly prior to Fright Nights beginning will enhance early
activities. The media plan should culminate in heavy marketing during the event
–
Tickets can be purchased from the gate or online.
• Online sales are beneficial with lower overheads than traditional sales.
– The media plan will drive online sales through directing traffic online and engage
consumers to capture attention.
Product – Competition
Figure 6 - Previous Movie World Marketing Activity
Marketing Activity
3D Superman Escape Game
Mx Zombie Distributor ‘Stunt’
Details
3D game developed to support
multimedia campaign (TV, Online,
Out-of-Home) targeted at tweens and
teens. (Nguyen, 2006)
Newspaper distributors were dressed as
zombies with supporting Movie World
promotions. (Kellow, 2012)
Analysis
Integrating technologies and
marketing is effective in reaching this
campaigns target market. Target
demographics were highly receptacle
to this vehicle. Games are effective at
inducing a positive brand experience
for this audience (Kapelke, 2012).
- Unexpected
- Unique
- Large production scale
- Stimulating
These tactics are geared towards the target
audience (Sbarbaro, Van den Bergh & De
Ruyck, 2011) and towards generating WOM
(Carruthers, 2012). According to Roy
Morgan, Mx is the only statistically relevant
newspaper for Movie World’s target
audience.
The activities outlined in Figure 6 provide specific
techniques that have been successful in prior
marketing. These techniques can be reincorporated
with current work or adjusted slightly (eg. Games
targeting young adults in favour of tweens)
Product – Competition
Dreamworld is Movie World’s most direct competitor – located in the same precinct and sharing
proximity to markets. Examining competitors past activities draws comparisons between the
firms activities and helps draw conclusions on effective strategies.
Dreamworld’s previous marketing activities are outlined in Figure 7.
Figure 7 - Dreamworld Marketing Themes
Theme
Switch from familyorientated to thrill
ride-orientated
(B&T, 2001)
“Consumer sensory pleasure
from brand experience”
(B&T, 2012)
“Buy online and save”
(Channel 7, 8pm – My Kitchen Rules)
Appeal
Brand refocus on under
40’s and teenagers
following strong family
market competition
The audience will relate the
sensory pleasure of happiness to
the experiences delivered by the
Dreamworld brand.
As per the SWOT and PEST analysis’s;
economic downturn have placed pressure
on consumers – particularly for the largest
share of visitors, younger demographics.
Relevance to
Movie World
•
Theme: Sensory pleasure
• This theme has been used to
highlight a positive customer
experience with their brand
• Consumers will have a
favourable association
between happiness
and the Dreamworld
brand.
Placement: Family Television
• Good way to reach gen z and parents
• Price has been identified as a barrier
to purchase – discounting may remove
this barrier
•
•
Movie World has a
strong foothold in
family markets.
Internet, outdoors
(channels focused
on teenagers)
TV (mass
marketing)
Product – Competition
• Dreamworld has repositioned the brand towards under 40’s and
teenagers after facing considerable competition from Movie World in the
family market (B&T, 2001).
– Thrill rides are the main marketing focus, targeting Gen X and older Gen Yers. Small
themed precincts are used to attract younger markets (Campaign Brief, 2012).
– This indicates that Movie World has strong brand presence in family markets – this
campaign should concentrate on new growth in the young adult market.
• Integrating technology to enhance the product and effectively target
marketing has become a major industry trend.
– Dreamworld has appointed a dedicated online agency to redevelop websites (Ryan,
2004).
– Disney theme parks are “playing catch up” with technology (Precourt, 2012)
• Mobile products to enhance the product experience
• Use of technology to engage consumer during decision making process
– Technology is being used primarily to engage younger demographics who viewed a
brands web presence as important as their storefront (Kellow, 2012)
•
The media brief challenges the campaign to reconnect with past customers.
– Microsoft have used a viral video in an attempt to regain the market position they have lost
since the 90’s. The video targeted Gen Y’s who had grown up with windows internet explorer
but had since opted for other browsers (Rogers, 2013). Nostalgia was effective in gaining
interest from the customer base with the video reaching 48 millions views.
Product – Competition
Figure 8 - Media Budgets and Attendance
Movie World
Dreamworld
Media Budget
$319,858
$790,512
Attendance
1,323,542
1,368,141
Adapted from “SEQ Theme Parks Industry Report 2012,”by IMETT Group, 2012,
http://www.imett.com.au/PDF/Documents/IMETT%20SEQ%20Theme%20Park%20Report%202012.pdf, p. 28.
Figure 8 outlines the difference in media budgets between Movie World and Dreamworld. Movie World achieves
similar attendance with less media presence indicating strong brand loyalty towards Movie World.
–
–
–
The two brands have comparable TV expenditure.
– Roy Morgan indicates that television spending will reach large audience volumes though may
be less targeted than other mediums - the media plan should consider the target audiences
television consumption.
Movie World’s target markets appear in both metropolitan and regional areas.
• Dreamworld has overlooked regional markets with no allocations for regional television and 1/10th
the regional press budget of Movie World.
– The market analysis demonstrated good potential in regional areas (33.02% of target
population) (Australian Bureau of Statistics, 2013).
– Competitors are less present in these markets, decreasing clutter; frequency can be
decreased with little implication - focus can be moved to high competition areas.
Dreamworld have dedicated 1/5th of their media budget to Out-of-Home advertising.
• 18-24 year olds are the most receptive of outdoor media (Roy Morgan Australia, 2013). Outdoor
media budget should be increased as Movie Worlds target market are receptive of this medium.
• Figure 7 (Slide 11) demonstrates that outdoor advertising has been used by Dreamworld to directly
target teenagers (B&T, 2001).
Product – Summary
• Fright Nights is an experience (not a tangible product).
– It is a mid-range problem solving product requiring some pre-purchasing
evaluation.
– Passive customers will require high frequency attention grabbing advertising.
• Marketing activities will be structured based on the seasonality of the
product.
– Early interest will be gained, media saturation to appear directly prior to event with heavy
concentrations during.
• Movie World has strong brand loyalty in family markets.
– Fewer resources to be allocated for youths and families.
• Industry trends indicates consumer demand for technology integration has
outpaced theme parks delivery of such advancements.
– Technology should be used to improve the product experience and engage MPS
customers.
• Dreamworld has overlooked regional markets.
– 33.02% of target markets are in regional areas.
•
Movie World has overlooked out-of-home media.
– Target audience is receptive of this medium.
– Budget allocation should be in line with Dreamworld (1/5th of media budget dedicated to
out-of-home advertising).
Target Audience – Profile
• 15-24 years old
– Born between 1977-1994
– 25% of Australian population
– Will become the most significant retail spending group by 2015
• Mostly college or high school student
• Disposable income
–
Living situation
• 48.1% of 20-24 year olds still live with their parents (Smith, 2006).
• Gen Yers are living with their parents for longer than previous generations. Because of this, they
have a high discretionary income possessing more than half of Australia’s discretionary spending
power (Daniels, 2007) (Smith, 2006).
Figure 9 - Time spent on recreation and leisure
by age
Those aged 15-24 spend more time on leisure activities than
those under 55 (see Figure 9). Increased leisure time is an
industry driver; therefore, 15-24 year olds will be the favorable
target age demographic. (Australian Bureau of Statistics, 2008).
Gen Y are more likely to undertake general activities with
friends treating the experience as a social activity. (Daniels,
2007). They spend more time with friends than other age
groups (Australian Bureau of Statistics, 2008).
Gen Y’s are most likely to have the time to attend the event and
are likely to go with a group, increasing attendance.
Adapted from “How Australians Use Their Time, 2006,” by Australian
Bureau of Statistics, 2008, http://www.abs.gov.au/AUSSTATS/abs@.nsf/
DetailsPage/4153.02006?OpenDocument.
Target Audience
•
Motivations for individuals to attend a theme park differ across age demographics (Chuo &
Heywood, 2006). The product attributes and the demographic they motivate will be
determined to gauge the most receptive target audience.
–
Figure 10 demonstrates the variance in motivation across age groups.
Figure 10 Motivations on Theme Park Attendance
4.2
4
3.8
3.6
3.4
3.2
3
Youths (under 16)
Young Adults (1624)
Adults (over 25)
Adapted from “Strategic Theming in park marketing,” by K.K.F. Wong and P.W.Y Cheung, 1999, Journal of Vacation Marketing,
5, p. 83-84.
•
Stimulation is the strongest motivation for all age groups
• Stimulation motivation, or seeking exciting, unique and frightening experiences is characteristic of Gen Y
(Sbarbaro et al, 2011)
• Incorporating stimulation as a marketing theme would be beneficial in attracting Gen Yers however is a strong
motivation for all age groups.
•
Relationships, or friend maintenance, was the strongest motivation for young adults (16-24)
• This was the only motivation for young adults with a statistical difference among demographics indicating that
for young adults, relationship building would be influential on their consideration set.
Target Audience
•
A park’s themes are significant in determining a consumers experience (Wong & Cheung,
1999). The themes identified in the product analysis are,
Movies – Motion Pictures, Show Business and Stunt Shows
Adventure – Frightening, Thrill Rides and Mysterious
Fantasy – Animation and Cartoon Characters
Figure 11 - Importance of Themes by Demographic
Theme
Importance
Single
Married,
no
children
Married,
children
at home
Married,
children
left home
ANOV
A
M.E.P.
Adventure
3.84
3.10
3.03
3.00
.0092
Fantasy
3.51
2.30
3.26
3.20
.0213
Movie
3.4
3.10
2.68
3.36
.0271
10-24
25-39
40-54
55-65+
ANOVA
M.E.P.
3.46
3.05
2.50
3.10
.0371
Busines
s
owner/
Selfemploy
ed
Blue
collar
Student
Housewife/
Unemployed
ANOVA
M.E.P.
Theme
Importance
Marital
Status
Age
Movie
Theme
Importance
Occupat
ion
Movie
2.84
3.19
3.63
3.50
.0271
Adapted from “Strategic Theming in park marketing,” by K.K.F. Wong and P.W.Y Cheung, 1999,
Journal of Vacation Marketing, 5, p. 327-327.
Figure 11 examines the
product themes and
applies them to specific
demographics to reveal
consumers with a higher
interest in the product.
Fright Night’s themes were
the strongest motivation
for single students aged
10-24.
Target Audience – Psychographics
• “Stimulation Junkies” - Gen Yers are addicted to change and constant
activity (Daniels, 2007)
• Acquiring Gen Y’s attention will require constant stimulation (Kellow, 2012).
• “As a cohort, they thrive on risk, edginess and humour”
• Content should be unexpected, surprising and provide the audience with stories (to
generate WOM) (Sbarbaro et al, 2011).
• Rotating ads could preventing content from becoming stale.
• Skeptical of Mainstream Media - Gen Y have a shorter window for
creating purchase demand.
• They are effective in filtering ‘noise’ and are skeptical of information directed at them
(Daniels, 2007)
• Gen Yers see social media as the most important medium; it is perceived as tailored
since they themselves can dictate content.
• Generating WOM or bypassing traditional media could be beneficial in targeting 1524 year olds.
• Global Village – “If anything is a real trend, it will immediately cross
borders via social media and youth around the world will pick it up”
(Sbarbaro et al, 2011).
•
•
Gen Y want the latest trends in record time (Daniels, 2007)
They have been characterized are impatient with the need for an immediate
response
Target Audience – What is Important to Them?
• Togetherness and Social Activity
– Connecting with friends is important to Gen Y
• As demonstrated in the product analysis, Gen Y identified relationships as a strong
motivation to attend theme parks.
• Ages 15-24 spent more time with friends than other age groups (Australian Bureau
Of Statistics, 2008).
• Encouraging group attendance could see interest garnered from a generation who
places more importance on, and spends more time with their friends than any other.
• Individuality
– Gen Y should be treated as individuals – they loathe stereotyping (Daniels, 2007)
• Their mindsets are acutely ego-driven - Marketing should empower this generation.
• Instead of marketing towards them, engaging Gen Y’s and marketing with them is a
proven strategy.
• This generation are very nostalgic – this manifests itself through fondness for
anything 90’s or simply, for younger ages, expressing their individuality. (Sheares,
2013).
• Uniqueness
– A Brands salience is the most important factor for brands to reach Gen Y’s consideration
set (Sbarbaro et al, 2011).
•
Product differentiation will play a key role in reaching this target audience.
Target Audience – Media Imperatives
– Friends are the most important information source of Gen Yers.
• Word-of-mouth (WOM) is generated through marketing activities and is subsequently
shared by the customers with their friends.
• Gen Yers - 146 conversations with friends weekly - 2.5 brands mentioned per
conversation (Daniels, 2007).
• 86% would share their view of brands online. 74% had discussed brands they liked with
friends with 36% purchasing product recommended by friends. (WARC News, 2010)
• This will be the most effective way of generating publicity amongst this age group.
– The Internet is the most significant media source for Gen Y.
• The average Gen Yer spends 3 hours and 39 minutes using the internet on a PC
(McCrindle pty ltd, 2013)
• Smartphone usage, typically web browsing, accounts for 2 hours per day; the most usage
by one age group (McCrindle pty ltd, 2013).
• The internet is a significant part of this audiences life; they have been raised with
technology and are known as the “digital-natives”.
– Roy Morgan indicates television as second most used medium by Gen
Yers (Roy Morgan Australia, 2013).
• Despite high ratings in the Roy Mogan data, McCrindle Research identified Gen Y’s TV
consumption as lower than all other age groups (McCrindle pty ltd, 2013) (Roy Morgan
Australia, 2013).
• Reality TV is very popular amongst Gen Yers (Sbarbaro et al, 2011).
– Gen Yers were the most receptive generation of out-of-home
advertising. (Roy Morgan Australia , 2012)
• Gyms/Health Clubs were the most received outdoor advertising (Index: 196)
• Advertising on public transport was effective in targeting 18-24 year olds – Rail
platforms were most effective, followed by ferries and then buses.
Target Audience – Summary
•
•
•
•
15-24 years old
College or high school student
Living at home with parents
Moderate discretionary income
– They spend more time on leisure and more time with friends than other age
groups.
– They require constant stimulation through unexpected and surprising content.
– While skeptical of mainstream media they trust their friends recommendations
and love sharing their own brand experiences online or with friends.
– Togetherness is important – they are motivated by relationship building.
– Individuality is important – they are ego-driven and should be left empowered.
– Uniqueness is important – differentiation is key to success with this age group.
•
•
•
•
Their friends are the most important information source.
The internet is their most used media source.
Television is effective though content is less targeted as this group.
Out-of-home advertising is well received by Gen Y, Gyms are most
effective followed by all forms of public transport.
Target Audience – Autobiography
• I am a 21 year old male named Aaron.
• I’m a full time uni student studying Business/Law at QUT with a casual job
at a supermarket.
• I live at home with my family in the western suburbs of Brisbane. I’m not
planning on leaving home until I can comfortably afford it.
• I have a car and drive to work but use public transport to get to and from
uni.
• I don’t pay rent and after general expenses (public transport, petrol and
parking if necessary and food while at uni) I’ve got around $200 a week of
disposable income.
• I have a close-knit group friends and I’m very social and outgoing.
• Me and my friends are always down for something new and exciting.
• When I’m bored, if I don’t have my friends to mess around with, I'm on an
endless Facebook and Reddit binge reading channels that I’ve picked and
moderated for my interests.
• I tend to get most of my news from the internet mainly articles through
Reddit, rarely Facebook. I don’t typically read newspapers or watch TV –
though I make sure to catch a select few shows each week. I get pretty
much all of my watchable/readable content online for free when I want it.
Target Audience – Weekday in the Life of
•
•
•
•
•
•
•
•
•
•
•
•
•
•
8am – Aaron is woken up by his alarm on his iPhone and spends 5-10 minutes browsing social media while
he wakes up.
8.15 – Aaron starts getting ready for his day and while eating his breakfast in the kitchen he browses news
articles on a smart phone app.
9.30am – Aaron catches the bus into the city to go to QUT for the day. While on the bus he is usually
browsing some form of social media on his phone, and shares memes. On the bus he notices a billboard for
Game of Thrones, his favourite TV show and the only show he always watches on FTA/PAYTV.
10am – Classes start for the day. Aaron is very attentive during lectures and tutorials as he does not want to
miss anything and have to go back over it later. He does not want uni to eat into his social life any more than
absolutely necessary.
1pm – Aaron has lunch with any of his friends who happen to be on campus that day.
2pm – Classes again.
4pm – Classes finish for the day, and Aaron heads home on the bus, or if he’s lucky his mum might pick him
up. If he is catching the bus, he will grab a free street magazine on his way to the station.
5pm – He gets home and plays some PlayStation
6pm – If it is a work day, Aaron drives to work at Coles with the radio on in the car (usually B105 or Nova) at
Indooroopilly where he works night-fill until 11pm. If it is not a work day, he might play social touch football
with some friends.
7.30pm – Has dinner with his family.
8pm – Watches some more TV – FOX8, Channel 10 or MTV tend to be his go-to channels. He is likely on his
smartphone digesting the quick news headlines at the same time - most of the television content is missed
as he has become more engaged with his iPhone which offers him content trended by his peers that is
constantly updated with exciting news and interest pieces. Photo streams are quick and fresh to digest - they
really placate his boredom.
9.30pm – Aaron does prep for his classes the following day or works on assignments, usually with
Facebook/Twitter/Reddit open in the background.
11:30pm – Prepares for bed – browsing social media
12am – Goes to sleep.
Target Audience – Weekend in the Life of
• 11am – Woken up by alarm and starts contacting his friends about plans
for the day/night.
• 12pm – Does chores for his parents depending on what they need done
(eg mows the lawn, cleans the pool, takes the dog out for a run)
• 1pm – Drives over to his best friends place with the radio on (B105)
• 1:30pm - They hang out, go get some lunch at Indooroopilly or maybe see
a movie depending on their mood.
• 4pm – Aaron and his friends spend the afternoon together telling each
other stories, individually browsing smartphone content or watching a
movie that Aaron downloaded from iTunes. Aaron checks his Facebook
periodically.
• 6pm – Catch public transport to wherever they are meeting up with the
rest of the group for the night (he will leave his car at his friends place and
get it in the morning). They will usually have dinner somewhere, then go
for drinks or to an event – they are all pretty flexible with what they do as
long as it is not boring. Again, he is connecting with social media
(Facebook/Twitter)
• 12am or later – catches a night-bus home to either his friends place or his
own house.
Target Audience – Pictography
Insights
• They trust few sources and can expertly filter
content.
– Traditional media has limited potential; this generation is
almost entirely online.
– To gain attention out of home it must be stimulating,
differentiated, loud and unique.
• Reaching Gen Y’s inner circle is crucial in gaining
interest amongst the group
– Marketing activities should give them something to talk
about with the friends. They love telling their stories but
telling it should make them feel empowered and cool.
– Their friends are everything – news, opinions, research and
company – if you can get one you’ll get their friends too.
Reference List
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