L to R: Scott Hess from TRU, Lauren Ross from Terrorbird Media, Ben Dietz from VICE, DeVon Harris from GOOD Music, Lauren Crampsie & Tim Maleeny from Ogilvy.
Yesterday I had the opportunity to help out with the Ogilvy Youth x Ogilvy Music event held in our theatre. After lots of scheduling, double-checking, organizing, and a last minute beer run (normal Monday) it was time to start! Moderated by Tim Maleeny, head of Strategic Planning at Ogilvy, the panel was a great discussion on how brand and music partnerships influence youth. I was happy to hear Scott Hess, VP Insights of research firm TRU, bring up Hyundai’s collaboration with Pompaloose, a hipster band that became a quirky YouTube sensation. I thought - and the panel agreed - that it was a great way to make Hyundai more relevant to younger consumers, besides touting the attractive price point.
Because the AMAs were only the night before, the crowd was interested in hearing the panel’s perspective on the unabashed brand integration into the annual award ceremony, particularly with J.Lo touting Fiat heavily throughout the night. It seemed the panelists were split as to how effective it was, especially since J.Lo is a bit older than the Gen Y demographic. When Ogilvy CMO Lauren Crampsie noted that J.Lo ripped off Britney’s outfit from the 1999 VMAs, Scott countered that most young people don’t remember what Britney wore and the point was that J. Lo got people talking about Fiat. As a 22 year-old who definitely remembers that performance, it made me think: Am I getting old? With time and trends passing so quickly, it becomes harder to truly understand youth culture and their expectations.
According to Scott, these expectations make partnerships difficult because the consumer isn’t looking for a brand to be working with an artist they like. Instead, it’s an aspirational attraction. Consumers don’t want to be themselves, they want to be the cooler version of themselves - and listen to the artist their cooler self would listen to. Marketers are then given a difficult task to decide who will be popular when creating a brand partnership.
After the panel where I laughed, learned, and more than once thought “did they just really say that?”, came the performance. Ogilvy Music had no trouble finding a band the crowd would like and the event ended with a great concert by Deer Tick, a band that many try to define as “indie folk” but has a sound all their own. After a great discussion, Deer Tick’s performance, and a few beers, it was evident that everyone had a great time, even from other side of the bar! I’m looking forward to helping with all the Ogilvy Youth events to come.
- Nicole Cardoza, Ogilvy Associate
Posted on Tuesday, November 22nd 2011