our why - sacpcmp · • branded popcorn boxes • branded pens • booklets & pamphlets were...

OUR WHYWE BELIEVE THE YOUTH ARE THE BIGGEST

INFLUENCERS OF OUR FUTURE. WE EXIST TO

MAKE THAT FUTURE MORE MEANINGFUL

HDI YOUTH MARKETEERS

WHO IS HDI

We are the most

connected and

connecting company

in the youth market

OUR WHY

We believe the Youth

are the biggest

influ

e

ncer s of our

future. We exist to

make that future

more meaningful

THE HOW

Our approach seeks

to place the Youth

at the centre of all

our activity by leading

with insight, followed

by solutions

WHAT WE DOWe develop youth

orientated solutions

and insights that

deliver short term gains

and build long term

relevance for business

and brands

UK 20%

United States 34%

Brazil 41%

Nigeria 63%

Kenya 62%

South Africa 46%

Russia 28%

China 34%

India 48%

Uganda 70%

Japan 23%

Zimbabwe 61%

Ghana 57%

* GLOBAL YOUTH (<24) POPULATION AT A SNAPSHOT

OUR AFRICA FOOTPRINT

HDI’S OPERATING MODEL

OUR PARTNERS

In order to regulate the Construction Management, Construction Project

Management as well as Construction Health and Safety Professionals to protect

the public

Registering professionals and maintaining a national register of

professionals

The idea

Lecture

takeovers

Micro site for

registrations Emailers and Adverts on

campus radios

1 2 3

Radio stations and listenership

University of Free

State

+/- 30 000

Nelson Mandela Univi.

+/-7 500University of Pretoria

+/-66 000

University of Cape

Town

+/- 30 000

Walter Sisulu University

+/- 6 000

Cape Peninsula

University

+/- 12 000

Campuses’ Footprint

University of Pretoria

Mangosuthu University

Walter Sisulu University

(2 campuses)

Free State University

Central University. Tech

Cape Peninsula

University

+/-11 546

+/- 37 000

+/-62 000

+/- 21946

+/-26 327

+/-12 434

Theme

Robb StarkKhaleesi

Lecture Takeovers

Uniform and costumes

Branding & Production

• Branded Popcorn boxes

• Branded pens

• Booklets & pamphlets were

provided by SACPCMP

In field pics

Results

1 242

Registrations300% 6 lecture takeovers

across 5 provinces

BRANDS NEED

TO HAVE GREATER

PURPOSE

UNDERSTAND

ROUTE / CHANNEL

TO MARKET

BE CONSISTENT

AND AUTHENTIC

BE HUNGRY,

BE CURIOUS

LOCATE YOUR

BRAND IN YOUTH

CULTURE

YOUTH ENGAGEMENT PILLARS

NOTE: All information contained herein is the proprietary intellectual property of HDI Youth Marketeers. The use of any part of this document or the research data contained herein without our prior consent in writing is prohibited.

GENERATION NEXT REPORT 2018

I WANT…

KIDS TEENSYOUNGADULTS

THE BEST EDUCATION

33%

TO BE RICH

20%

A GOOD CAREER

17%

THE BEST EDUCATION

34%

A GOOD CAREER

30%

TO BE RICH

15%

THE BEST EDUCATION

30%

A GOOD CAREER

27%

TO BE RICH

23%

Note: From Sunday Times Generation Next study consisting of face-to-face written questionnaires administered in eight prov inces. Age split: Kids (ages 8-13); Teens (ages 14-18); Young Adults (19-24). n=7 019 for polling

data; n=5 255 for lifestyle data. Sample includes urban and peri-urban youth (rural excluded). 2018 Data collection dates: January-March.© HDI Youth Marketeers. All rights reserved.

COOLEST JOBS

Note: From Sunday Times Generation Next study consisting of face-to-face written questionnaires administered in eight prov inces. Age split: Kids (ages 8-13); Teens (ages 14-18); Young Adults (19-24). n=7 019 for polling

data; n=5 255 for lifestyle data. Sample includes urban and peri-urban youth (rural excluded). 2018 Data collection dates: January-March.© HDI Youth Marketeers. All rights reserved.

18%CEO (the

boss)

11%Doctor/Surgeon

9%Scientist

8%Engineer

THE BEST BRAND CONNECTORS

Availability

12%

Makes me feel like a VIP

12%

Affordability

9%

Invests in improving my

community

10%

Honest & direct info

10%

Note: From Sunday Times Generation Next study consisting of face-to-face written questionnaires administered in eight prov inces. Age split: Kids (ages 8-13); Teens (ages 14-18); Young Adults (19-24). n=7 019 for polling

data; n=5 255 for lifestyle data. Sample includes urban and peri-urban youth (rural excluded). 2018 Data collection dates: January-March.© HDI Youth Marketeers. All rights reserved.

THE WORST BRAND CONNECTORS

Note: From Sunday Times Generation Next study consisting of face-to-face written questionnaires administered in eight prov inces. Age split: Kids (ages 8-13); Teens (ages 14-18); Young Adults (19-24). n=7 019 for polling

data; n=5 255 for lifestyle data. Sample includes urban and peri-urban youth (rural excluded). 2018 Data collection dates: January-March.© HDI Youth Marketeers. All rights reserved.

Making false promises

23%

Being too pushy

21%

Bad service

14%

Trying too hard to be cool

11%

Treating me like a child

8%