What digital means to the next generation?

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For the next generation, digital is much more than a technology or a channel. Through examples and case studies we will try to show how brands can adapt to this new digital culture.

Marketing

© Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016
Digital is like electricity.
We don’t notice it anymore, but it’s always there.

© Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016
Digital has become indispensable,
but it is so infiltrated in our lives
that we don’t think of it as a ‘thing' anymore.

© Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016
Digital, like electricity, has fundamentally transformed the way
we behave, how we think and even how we feel.

© Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016
For the next generation,
digital is much more than
a technology or a channel.

© Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016
For the next generation, digital is a canvas.

© Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016
For the next generation, digital is a culture.

© Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016
For the next generation, digital is an attitude.

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T O T H E N E X T G E N E R A T I O N D I G I T A L I S A N
A T T I T U D E

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S O B R A N D S S H O U L D F O C U S O N
B E H A V I O R S
N O T P L A T F O R M S

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B R A N D S S H O U L D F O C U S O N T H E
U S E R
N O T T H E T E C H N O L O G Y

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U S E F U L
S O C I A L
E M O T I O N A L
R E A L
Brands should be…

© Copyright comOn Group (comOn, SA) 2016
I N T H E D I G I T A L A G E B R A N D S M U S T B E
U S E F U L

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D I G I T A L I N S I G H T # 1
Users have a shorter attention span than a goldfish*.
*TIME Magazine, 2015

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MAKE THEIR LIVES BETTER
Instead of only telling fictional stories with empty
promises, advertising can add value to user’s lives.
Advertising can solve real problems.
B E U S E F U L
15

© Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016

© Copyright comOn Group (comOn, SA) 2016
I N T H E D I G I T A L A G E B R A N D S M U S T B E
S O C I A L

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D I G I T A L I N S I G H T # 2
Digital is a democratic space.
It’s accessible to all, but no one can control it.

© Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016
Quando inclinamos o telefone para a
direita, ouvimos vozes interiores
ingenuamente optimistas a começar a
ganhar protagonismo e a sobreporem-
se à voz do discurso principal.
E quanto mais inclinamos o telefone,
mais vozes aparecem, mais exagerado
é o otimismo, e mais imperceptível se
tornar a voz da mulher do ﬁlme.

© Copyright comOn Group (comOn, SA) 2016
I N T H E D I G I T A L A G E B R A N D S M U S T B E
E M O T I O N A L

© Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016
D I G I T A L I N S I G H T # 3
Digital can amplify emotions.

© Copyright comOn Group (comOn, SA) 2016
EMPATHIZE WITH USERS
Relatable brands understand users and are able to
connect with them on an emotional level.
Great advertising must touch our feelings.
B E E M O T I O N A L
25

© Copyright comOn Group (comOn, SA) 2016
INSPIRE THEM
Make them dream.
Spark positive emotions.
Give them reasons to believe.
B E E M O T I O N A L
27

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I N T H E D I G I T A L A G E B R A N D S M U S T B E
R E A L

© Copyright comOn Group (comOn, SA) 2016
D I G I T A L I N S I G H T # 4
Technology killed cheating.
You can't hide anything anymore.
There's too many people with phones and social media.

© Copyright comOn Group (comOn, SA) 2016
BE HONEST
Transparency is no longer a choice, but how brands deal with it is.
Don’t edit the truth, tell the consumer the whole story upfront.
They’ll discover it anyway, whether by you or other source.
B E R E A L
31

© Copyright comOn Group (comOn, SA) 2016
U S E F U L
S O C I A L
E M O T I O N A L
R E A L
Brands should be…

© Copyright comOn Group (comOn, SA) 2016
L E A R N I N G
Digital is a behavior, not a platform.
So focus on the user, not on the technology.

© Copyright comOn Group (comOn, SA) 2016
( W E A R E )
T H E N E X T
G E N E R A T I O N
comOn, the User Marketing Agency

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A C C O U N T M A N A G E R
I N Ê S
R A M O S

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H E A D O F S O C I A L
F I L I P E
M A C E D O

© Copyright comOn Group (comOn, SA) 2016

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What digital means to the next generation?

3. © Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016 Digital has become indispensable, but it is so infiltrated in our lives that we don’t think of it as a ‘thing' anymore.

15. © Copyright comOn Group (comOn, SA) 2016 MAKE THEIR LIVES BETTER Instead of only telling fictional stories with empty promises, advertising can add value to user’s lives. Advertising can solve real problems. B E U S E F U L 15

20. © Copyright comOn Group (comOn, SA) 2016 LET THEM OWN IT Open up. A social brand celebrates its audience and let’s them get involved. Let users treat your brand as a platform, as something that can be built upon. B E S O C I A L 20

21. © Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016 Quando inclinamos o telefone para a direita, ouvimos vozes interiores ingenuamente optimistas a começar a ganhar protagonismo e a sobreporem- se à voz do discurso principal. E quanto mais inclinamos o telefone, mais vozes aparecem, mais exagerado é o otimismo, e mais imperceptível se tornar a voz da mulher do ﬁlme.

22. © Copyright comOn Group (comOn, SA) 2015© Copyright comOn Group (comOn, SA) 2016 Quando inclinamos o telefone para a direita, ouvimos vozes interiores ingenuamente optimistas a começar a ganhar protagonismo e a sobreporem- se à voz do discurso principal. E quanto mais inclinamos o telefone, mais vozes aparecem, mais exagerado é o otimismo, e mais imperceptível se tornar a voz da mulher do ﬁlme.

25. © Copyright comOn Group (comOn, SA) 2016 EMPATHIZE WITH USERS Relatable brands understand users and are able to connect with them on an emotional level. Great advertising must touch our feelings. B E E M O T I O N A L 25

31. © Copyright comOn Group (comOn, SA) 2016 BE HONEST Transparency is no longer a choice, but how brands deal with it is. Don’t edit the truth, tell the consumer the whole story upfront. They’ll discover it anyway, whether by you or other source. B E R E A L 31

33. © Copyright comOn Group (comOn, SA) 2016 TAKE RISKS Taking risks makes brands more relatable. If a brand shows vulnerability, it will be easier for users to trust them, precisely because they’re putting themselves at risk. B E R E A L 33

What digital means to the next generation?

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