Your MesaZona blogger posed a question: Why focus on millennials as one population group for this ad campaign-buy [contract price not disclosed] when you can easily see in the infographic from the U.S. Census Bureau from July 2014 that there's almost an even spread in generation lines from the ages of 25-65+?
Ten days later on March 24, 2016 Bloomberg Surveillance presented a discussion with Kevin Roberts, the Chairman of one of the world's most creative organizations - the highly respected Advertising/Public Relations companies Saatchi & Saatchi, speaking from London.Some take-away, but take the time to see this video
1. Millennials want to be involved but they don't like being marketed to . . . that's a failure
2. Segmenting the public by age is over
3. We don't live in an age-based culture
4. Everything is available to all of us
If the tourism-marketing arm for the City of Mesa chooses to spend money to sell downtown Mesa as the playground for millennials, let's see some results for the 7-month campaign.
Owens Harley included a link to the video you can go to >> here
"Our downtown Is Your Playground"
Downtown Mesa is a place bursting with energy and life. Between nightlife, festivals, funky little side shops, and proximity to light rail, Downtown Mesa has quickly become one of Arizona’s booming urban centers. So how does an agency tell this story? With a music video, of course.
From creative concept to song writing to drone flying, the OH team led all creative elements of Downtown Mesa’s music video production. We hope you’ll enjoy watching — and visiting — as much as we enjoyed making it.
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