Getting on with teenagersPhilip Slade

www.t7flondon.co.uk

• From passivechavs

• To empowerdteenagers

What makes potentialgolddigga customers

so different?

Melissa (17) & Amber (18)

Suburban, digital, speeding up

Online & experiential

Transport, Finding fun, Selfexpression

T4, Bebo, Myspace

That matches thewide product

range.

That fits in withaffordable media

channels.

That suits thesocial scene.

Which adapts tocalendar events.

Our target is a friendship group*

Reaching across the range

College & Work

friends

I still do some of the

things M&A do, just

not so often

School friends

I want to showI am ready to

enter M&A’s

world

Melissa & Amber

The perfect age.

New money,

New friends,

New opportunities

14 17 18 24

YOU CAN NEVER HAVE ENOUGH GOLD.The acquisition stage of a teenager’s life:increasingly independent, spendingmoney and acquiring possessions.

Creating their own world

Gold memories, friendships, places and‘stuff’

Not hard to reachbut hard to gain

ATTENTION

Not hard to reachbut hard to gain

ATTENTION

We are guests intheir attentionspan

We are guests intheir attentionspan

Bore them and theywill ruthlessly filter

us out

Bore them and theywill ruthlessly filter

us out

Get it right &they will

actively marketto each other

Get it right &they will

actively marketto each other

Most ethnicallyDIVERSE

generation

Most ethnicallyDIVERSE

generation

DIGITAL NATIVES

96% mobile phoneownership 15-16s

DIGITAL NATIVES

96% mobile phoneownership 15-16s

Don’t need manuals,they jump in, pushbuttons & make itwork for them.

Don’t need manuals,they jump in, pushbuttons & make itwork for them.

Consume moreMEDIA a weekthan they sleep

Consume moreMEDIA a weekthan they sleep

Bebo is the mostpopular site by

users & pageimpressions

Bebo is the mostpopular site by

users & pageimpressions

Combined circulationof SUGAR & BLISS has

fallen by 45% since2005

Combined circulationof SUGAR & BLISS has

fallen by 45% since2005

Ourconsumerswant funtogether, theyreally really wantfun and maybejust maybe,tonight could bethe night

Moments for golddigga to own

Anticipation

Leveraging key themes inthe lives of golddiggacustomers

- Friendship- Transport- A fun job

- Self expression

SUMMARY BRAND EXPOSURE

52.7m home page impressions3.58m MPU delivery3.56m Sofia’s Diary views

BRAND COVERAGE

• Max cov/low freq:• Cov: 1.8m• Freq: 13.5

• Low Cov/Max freq:• Cov: 81,818• Freq: 298

CONVERSION• 3,901 friends• 74,984 views profile• 608 comments• 20,084 skins

RECOMMENDATION• 946,032 (50%) friends

exposed to skins

Source: Bebo

It is estimated that 34.2m impressions have been deliveredby Editorial Spotlight.

13.52m impressions against our target audience.It is estimated that 7.31m impressions have been delivered

by Homepage Thumbnail to our target audience3.58m impressions vs. target audience delivered via the

MPU activity

To date an estimated total of 28.02m female impacts aged13 – 24 were delivered by Golddigga activity.

May to June 2008

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