MAM
Gen Y to US marketers: Engage us with experiential marketing
MUMBAI: In the US Generation Y is one of the most coveted consumer segments around, and for good reason. These young consumers, who comprise today’s tweens, teens and college students, make up nearly a third of the US population, with an estimated $170 billion in spending power.
Yet Gen Y is also difficult to reach through traditional mass media. Not only are they highly fragmented in their viewing habits-surfing the Internet and playing video games are favourite activities. However coming of age in the information age has made them skeptical of ‘hard sell’ tactics. Technology such as Tivo and spamblockers enable them to block out messages that they not wish to see.
So how can marketers tap into this important demographic? The answer, according to proprietary research conducted by global agency Jack Morton Worldwide, lies in non traditional marketing events that enable marketers to reach Gen Y face-to-face, weaving products and brands into lifestyle activities that today’s young consumers value and welcome.
According to Jack Morton CEO Josh McCall, the agency, which creates over 1,000 live events annually for clients around the world, is seeing increased demand for experiential marketing programmes aimed at Gen Y consumers.
McCall says, “Marketers increasingly recognise that young audiences value two-way communication and face-to-face interaction, and therefore that experiential marketing needs to be integral to the overall strategy. Where Jack Morton can really add value is in creating experiences that play to and enhance the incredibly strong lifestyle associations young consumers have. With this group, it’s not just about identifying an age; it is about identifying their attitudes and lifestyles.”
Data from a survey of 2,574 US consumers commissioned by Jack Morton and conducted this year demonstrates that Gen Y consumers-also known as “millennials”-respond strongly to live marketing events, which they prefer over TV and Internet advertising.
— 70 per cent of 13- to 23-year olds surveyed say that experiential marketing is extremely or very influential on their opinion of a product or brand.
— 65 per cent of 13- to 23-year olds surveyed say that participating in an event would cause them to act more quickly to purchase a product.
— Proving that events add value to other marketing investments, 76 per cent of this demographic say that participating in an event would make them more receptive to the brand or product’s advertising.
— Demonstrating that events can inspire value-added buzz marketing, 74 per cent of 13- to 23-year olds say that participating in a live marketing experience is something that they would tell others about.
Jack Morton Worldwide director Chuck Santoro explains, “Today’s youth market demands what is hip and cool for them right now. More and more marketers are faced with a difficult task. They must capture Gen Y’s attention, go beyond traditional advertising efforts and use an event to create a one of a kind experience that is truly differentiating and really makes an impact. The experience needs not only to grab the demographic’s attention, but also make a positive brand impression that will last-and be the talk of the lunch table, chat room or mall the next day. The answer is experiential marketing.”
In the past Jack Morton has worked with video game brand Nintendo on many promotional programmes to create awareness with targeted consumers for multiple games aimed at youth demographics.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
