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TACKLING THE NET GEN
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The skate wash denim - M Jeans / Paper-Plane.fr

Results and Effectiveness: -It attracted a lot of youngsters to the skate park, meanwhile it was spread quickly on internet which created huge buzz. -MJeans,...
Lenovo AP Doers Digest's insight:

How can we create new conversations about something that is already trendy, without coming off as trying too hard?

 

M Jeans decides to let the Gen Ys take the lead, by having them create their new trend - skate wash denim. 

 

How can we create opportunities to invite Millennials to co-create new trends, that they can proudly wear as their badge.

 

 

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STORY OF ARUN KUMAR, GEN Y - INDIA

STORY OF ARUN KUMAR, GEN Y - INDIA | MILLENNIALS | Scoop.it

Millennial Xploring in India by Saatchi Singapore

Lenovo AP Doers Digest's insight:

Arun Kumar, Center Head of Grassroots Mysore (a business process outsourcing firm) and his employees. Grassroots started their operations 7 months ago, with 10 employees. Since then their growth as been astronomical – already they have 700 employees servicing some of India’s most recognised brands such as Airtel and Tata Docomo.


Everyday India is changing they told us. The pace of change is so rapid; “start small, but you can grow very quickly in the short term”.


“I’ve exceeded my wildest dreams” Arun told us. “At this rate by 8 months we will break 1000; that is a lot of mouths being fed”.

 

This is India. “If you can’t change the height of the building, change the way you measure it”, and you will succeed.

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3 Things Brands Must Do to Reach Millennials Online

3 Things Brands Must Do to Reach Millennials Online | MILLENNIALS | Scoop.it
Nick Parish is the North American Editor of Contagious, a London-based intelligence resource for the global marketing community focusing on non-traditional media and emerging te...
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REPORTING FROM THE GROUND - GENY Y IN INDONESIA WANTS CHANGE

REPORTING FROM THE GROUND - GENY Y IN INDONESIA WANTS CHANGE | MILLENNIALS | Scoop.it

Millenial Xploing Insights from Saatchi Singapore

Lenovo AP Doers Digest's insight:

Indonesians feel that Indonesia is changing a lot. Progress is evident everywhere – the introduction of air-conditioned buses and government-subsidised housing, more and more fancy cars, nice clothes, crowds in malls, and people with smartphones. 

“Even the valet who drives your car owns a smartphone.” Fifi, 25, laughed.

 

Another sign of change is the desire among young people to become entrepreneurs. A far cry from their parents’ generation, when everyone followed a clear, straight path and becoming a Doctor or Engineer was ideal. The Millennials we spoke to all want to eventually start their own business in things they’re passionate about – whether it’s makeup, jewellery or photography. Many of them are already promoting and selling things like clothes and cakes through Facebook or Instagram as a side job. And of course, any tips and how-tos on starting a business are just a Google search away.

 

Thanks to technology, people are closer to making their dreams a reality.

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Child of the 90s | Internet Explorer

Child of the 90s is nominated for a Webby Award! Vote at http://aka.ms/webby You grew up. So did we. Reconnect with the new Internet Explorer. Visit http://w...
Lenovo AP Doers Digest's insight:

It's no secret that the Milliennials are a emotional bunch, highly nostalgic of the 90s where life was simple - and the economy, predictable.

 

IE understood that, for its brand to earn affection - it needs to etch itself back in the 90s in order to regain market share.

 

Brands alike, can demonstrate that they emotionally connect if they play the nostalgia card right.

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STORY OF ARGY, 25 YEARS OLD - INDONESIAN.

STORY OF ARGY, 25 YEARS OLD - INDONESIAN. | MILLENNIALS | Scoop.it

Millennial Xploring from Saatchi Singapore

Lenovo AP Doers Digest's insight:

“Life is amazing right now.” That’s what Arqy, 25 years old, told us. As a consultant in a medical company, he’s performed so well that his company has offered him a chance to study natural medication in Singapore. On the side, he co-owns a clothes boutique with his friends. During weekends he loves partying, karaoke and watching movies. He recently took part in a dating game show on TV, where his couple won. And they ended up dating in real life!

 

An iPhone 4 and a Blackberry bold user, his phones play an essential role in his work as his patients often call him throughout the day asking him for health advice. He also puts their therapy schedules into his iPhone, so whenever the alarm rings, he calls them to remind them about their appointment.

 

Arqy is a go-getter: he aspires to open another boutique on his own in the future, and is very confident that he’ll do well. “I believe in the law of attraction. If you can imagine succeeding, you will.” His drive and passion show when he talks about Indonesian celebrities who have succeeded internationally. “They’re human beings like me, so why not? Why can’t I become like them too?”

 

Thanks to his appearance on the game show, he’s earned himself a bit of fame. He now has over 3,000 friends on Facebook and his Twitter profile description says “Consultant, MC, Singer, Model, Presenter, Actor, Host”. A hint of things to come?

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INDONESIAN GEN Y AND SMARTPHONE SHOPPING

INDONESIAN GEN Y AND SMARTPHONE SHOPPING | MILLENNIALS | Scoop.it

Smartphone Xploring by Saatchi Singapore

Lenovo AP Doers Digest's insight:

Jakarta has a diverse mix of mobile phone stores – from small, independent stores in middle-class malls selling different brands, to single-brand and multi-brand stores in high-end malls. We visited all these different types.

 

ITC, which has several branches across Jakarta, is the mall to go to for cheap phones. People usually come here knowing exactly what they want. It has many small stores packed very closely together and you have to navigate through the clothes, DVDs and so on, to get to the section selling mobile phones. The stores are opened by independent sellers, and though their shop names may display a certain brand, they sell other brands too (new or second hand). Blackberry, Samsung and iPhone are the most prominent brands on display. 

 

With so many stores selling the same phones, it’s natural for people to go around making price comparisons. Akbar, 22, always goes to the same store, where he knows one of the salespeople. “I decided on this store after comparing prices of the different stores. The phones in this shop are 100,000 to 200,000 rupiah cheaper than others.”

 

Some prefer not to take the risk of buying from ITC stores and go to authorised dealers found in upscale malls who will give them a warranty with their purchase. These stores are either brands’ official stores or multi-brand stores such as Erafone.

 

“I can be sure that the products from authorised resellers are genuine and trustworthy.” Kiki, 25

 

One store that really stood out in an upscale mall, Senayan City, was the Android Nation store. This is the first Android concept store in the world and is opened by Erafone, one of the largest mobile phone retailers in the country. We were wowed by the shopper experience, which was fun, engaging and informative. 

 

Android characters help shoppers to find the Android device that suits them best, and recommends apps that they would be interested in depending on their interests. 

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Adidas Climacool : Ready to Run - France

How do we go about re-launching Climacools - pure running shoes - in France to 14-19-year olds, despite the fact that studies show that French teens hate run...
Lenovo AP Doers Digest's insight:

Much has been said and done about running, yet Gen Ys are not moved. Adidas, turns its Climaccol campaign into an action flick by 'kidnapping' in-store shoppers for an adventure trail.

And they have successfully turned the monotonous act of running into a visual feast.


Gen Y's stomach for drama and adventure might be another way in to them.

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