According to our brief, our adverts had to target Males and Females aged 16-25. Researching into this demographic and finding their interests helped me create some initial ideas that could widely appeal to the audiences.
In 2005, Channel 4 created Crowd DNA in order to study how TV could satisfy every audience's needs. One aspect of the project focused on youth culture and offered a tribal breakdown based on what the people had in common (Music, Fashion, Sport etc.). This became a big part of the project and was soon named 'UK Tribes' with a brief to explore and extend the research of youth culture in an honest and realistic matter. Luckily, this age group was 16-25 matching our brief exactly. Here is what I found out:
In 2005, Channel 4 created Crowd DNA in order to study how TV could satisfy every audience's needs. One aspect of the project focused on youth culture and offered a tribal breakdown based on what the people had in common (Music, Fashion, Sport etc.). This became a big part of the project and was soon named 'UK Tribes' with a brief to explore and extend the research of youth culture in an honest and realistic matter. Luckily, this age group was 16-25 matching our brief exactly. Here is what I found out:
There are 5 main tribes within the community:
- Tribe
- Attributes that make the tribe identifiable
- Thoughts on how that could influence my advert
- Mainstream
- The backbone of society. There are generally seen as the 'cool kids' and have a strong emphasis on conformity
- People such as Chavs, Sports Junkies, Fangirls and Blingers
- Listens to Itunes top 100 and EDM House party music
- Chav looks inspire 'Leading Edge' trends
- Emergency food for parties or certain situations, so a 24/7 service may be of use?
- Leading Edge
- Proactive people
- All about doing, creating, debating, performing etc.
- With the new use of technology, voicing original ideas is much easier
- We're a delivery service, so we need a lot of varied restaurants to accommodate all types of people, especially picky/fancy ones
- Uniqueness to brand to make it more appealing?
- Urban
- Urban Tribes are strongly influenced by what they see and experience in their immediate environment
- Urbans are best known for music – from R'n'B, grime, UK bass and funky to old school jungle and rap
- Fashion-wise, streetwear rules – from classic sports brands to independent urban labels, such as Adidas. Drawing inspiration from US street fashion, these Tribes were among the first to adopt the baseball jacket and snapback combo – a look now adopted by Leading Edge Tribes aplenty.
- Lots of being independent and leading their own way in life, driven by what they enjoy, whether that be fashion, money or just relaxing
- Customizability
- Reliability
- Accessibility
- Aspirant
- Very modern teenage look, hoodies, jeans and headphones
- Trendies, vloggers, hipsters, Hypebeasts (wearing said brand)
- Love of music, festivals, fashion and football
- Slight boost with help from the internet; Youtube and Instagram playing a heavy role
- Alt
- Known as the Internet culture
- Gamers, Superfans, Alternative music lovers, geeks
- A massive tribe, becoming increasingly bigger
- Love using technology and the internet so that accessibility will be crucial
- Overall;
- Upbeat music is generally the most appealing to a wide variety of audiences
- Each group is looking for their own uniqueness of how to represent themselves to everyone else
- Lots of influence from the internet and technology
- This is still a general overview, a singular person will have their own hobbies and things they like
- Lots of focus on community and bringing people together
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