Brand Communication & Reaching Generation Z
Generation Z is currently a highly sought-after but simultaneously very “specific” and difficult to engage target audience. From this article, you will learn how to plan a campaign targeted at this generation and what attracts their attention.
What is Generation Z?
Generation Z refers to young people born between 1995 and 2009, which means they are between 15 and 29 years old – entering the job market and finishing their education. A characteristic of this generation is digitization. This age group has been familiar with modern technology from a young age. They are very comfortable with it, and their lives are mainly based on using the internet. They have a need for quickly searching for information online and mainly derive their knowledge from it. On the other hand, they are entrepreneurial, more willing to act independently and open their own businesses. They like to share their lives on social media, but on the other hand, they are well aware of the dangers lurking in the virtual world. Although they are open to meeting new people, they sometimes lack certain social skills, precisely because of spending too much time online.
How does Generation Z shop?
Of course, online. Since the internet is their natural environment, that’s where they feel most comfortable. They are excellent at finding what they need at any given moment. Convenience is very important to them, and this speaks for virtual shopping. Another important thing for them is environmental concern, as rapid climate changes worry them. Ethics are also important to them, hence their willingness to pay a higher price for a product if the producing company meets their expectations in terms of being ecological and fair-trade. In other words, if it operates in accordance with their values.
How to create a campaign targeting Generation Z?
From the above paragraphs, you can easily deduce that when deciding to create an OOH campaign, it is worth focusing on ecology. An example would be mural campaigns, that is, instead of hanging posters and banners on buildings, painting them with ecological paints. There are increasingly more ecological paints available, which have antibacterial properties and also absorb pollutants. Murals are usually created by artist painters, which also appeals to Generation Z, as they are a generation of artists. An example is the campaign conducted by the Converse brand, which resulted in a mural on the Jabłkowski Brothers’ house in Warsaw on Bracka Street. The brand focused not only on ecology in this campaign but also on openness, diversity, and collaboration among artists from Generation Z, who want to influence the future and make it even better.
Generation Z values relationships, so it is important to invite them to “join the conversation” and co-create the advertisement.
However, the most important thing is to focus on DOOH campaigns. Advertising carriers are perfectly adapted to the requirements of Generation Z. They are recipients of mainly pictorial content, where messages are short but interesting. Therefore, your message must encourage them to further familiarize themselves with your offer or brand. But not only DOOH works, OOH too. A good example is the campaign of Żabka stores, which showed on their posters that in terms of caring for the environment, they replaced plastic bags with paper bags.
Another example that engages Gen Z and allows them to identify with the brand is an advertisement for the “Chyłka” book series by Czwarta Strona publishing house, where instead of graphics, there was a mirror in which everyone could see themselves, and an engaging slogan encouraged them to spend more time with the advertisement. A humorous touch also encourages befriending the brand, and as you know, that is important for Zoomers.
For Gen Z, searching for information about a company they learned about from an ad is natural. Therefore, a good idea would be to make an OOH ad with a QR code, which, when scanned, would take them directly to your website. And you know what? We are happy to prepare that for you!
At Be Media, we have representatives of this generation on our team, so we are eager to help you create the right campaign targeted at Generation Z. We offer creative OOH and DOOH campaigns that will present your brand or product briefly, concisely, and to the point, just the way zoomers like it.