How Cool Brands Stay Hot at the WOMMA Summit 2012, presented by Joeri Van den Bergh (Gen Y expert InSites Consulting and author of How Cool Brands Stay Hot) and Anna Zanghi (Head of Global Innovation & Product Development at MasterCard Worldwide) in Las Vegas (US) on November 14, 2012.

10. #146

12. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis

15. //Authenticity for
Generation Y
Real

16. Real

18. Real

24. //Template 1
• Tekst

25. //Template 1
• Tekst

31. Page 31

32. Page 32

33. Page 33

34. Page 34

35. Results
• The bank doubled its Gen Y customer base from 2011
• The daily rate of cards sale increased by 58% in the first 6
months from the launch (the double vs 2009)
• 12 times more ST loan approval procedures initiated than
weekly average 2010
• 10% more cross selling than in 2011

37. strategy: engage – sell – build loyalty
Engage through their
Relevance passion for Music
Exclusive access
Trial through Youth products
Loyalty Capture more
everyday spend
Page 37

38. 4 key partners to deliver sustainable engagement
Experiences  1,000+ Youth Experiences
• Examples: Dinner w/ artist, appear in music Examples: Special private events
video, studio recording experience, VIP party
w/ artist, music lesson with artist Tier 1
Access  50,000 Youth Access  297k Youth
• Examples: Pre-release downloads, Examples: Ticket presales, VIP tickets,
signed memorabilia, private shows Tier 2 hospitality, Front-row seats,
Fast Pass Line
Offers/Content  Mass Offers  70,000k Youth
Reach Examples: Branded
• Examples: Exclusive digital content merchandise, last minute tickets
Tier 3
e.g. artist interviews, concerts
Page 38

39. And enable constant social content and conversation
CALENDARIO "YOUTH PLATFORM"
2012 2013
Experiencia JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST
123 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Mastercard 30th
Hospitalities KEANE TBD TBD TBD TBD TBD
17th
Pocket shows Leon Larregui Paty Cantu Moderatto
4th
College shows Enjambre/Sofi Enjambre/Sofi Enjambre/Sofi Enjambre/Sofi
Mayen Mayen Mayen Mayen
18th
VIP Parties
Paty Cantu Hello Seahorse Panda Moderatto
Music Lessons
with an artist Sofi Mayen y
Ha-Ash Miró Benny
Attend to band
rehearsal Enjambre Sofi Mayen Miró Zoé
Be at an album
4th
recording Belinda Zoé
Be Part of a 6th
Video Mike Zanetti Enjambre Panda Los Claxons
Interview an
Artist (Press
León Larregui Eiza Belinda Enjambre
Conference)
Meet & Greets Paty Cantu Miró Zoé y Zanetti
Backstage Pases
in Mexico for 23rd
concert Ha-ash Paty Cantú Los Claxons Mike Zanetti
Travel with an 20th
artist Ha-Ash Miró Enjambre Sofi Mayen
Trip to concert
outside Mexico 16th 9th
Coldplay Coldplay Evanescence TBD Nervo
Belinda y Zoé Panda, Anahi, Zanetti,
Memorabilia Moderatto, Sofi Mayen,
Paty Cantu, Miró
Enjambre,
PreSales KISS Smashing
Pumpkins
16th 14th agosto 27, 2012
Giveaway Tickets Maroon 5 Linkin Park TBD Page 39

40. Breadth and variety of artists to establish
credibility among Youth
Belinda Enjambre Zanetti Panda Sofi Mayen Alex Syntek
Coldplay Eiza Moderatto Anahí Zoe
Hello seahorse Paty Cantú Miro Benny Ha-ash
Page 40

41. Variety of benefits activated to address different objectives
Experiences Content/
Presales with artists downloads Ticketing Offers
Purchase Access w/o card Access w/o card Purchase Access w/ card
Access w/ card Access w/o card
Access w/ card
Page 41

42. Creating a dynamic social community
Page 42

43. Priceless Music launch event in Mexico City
to create buzz and momentum
4,000 university
student and 300
customers
experienced the
launch of Priceless
Music at an
exlusive concert
with Moderatto
Page 43

45. Real
① Stay true to your roots, but don’t shout
② Warm & close is the new cool
① Be open and respectful, listen (like friends)

49. // I WILL NEVER FORGET THE DAY…
Extreme experience (e.g. When I was
Graduated skydiving, mount climbing) dumped by my
partner
Meeting the
love of my life
Becoming a Surprise Death of a person
sport champion N = 40
close to me
Happiness Anger
My first kiss N = 156 N = 13
Got my driving license
When I got in a
fight
Fear Disgust
N = 30 N = 14
New school Sadnes Discovered I had no
s real friends when I
N = 93
Moved needed them most
Encountered
aggression Was Being dumped by my
diagnosed with boy/girl friend
Parents got
a serious
divorced
illness
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,
Romania, Poland, Brazil, India, and China.

56. Happy
①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is about connecting youth in a
playful way