Gautrain Hip  Happening Network

44% of this group travel on the Gautrain on a regular basis! Characteristics of this marketing cluster include an aversion to taking on 'adult' burdens and being tied down by bonds and children, preferring instead to prolong their youth. A significant number of this group are already earning substantial salaries and are willing to spend and have full and varied lives. Trying to cram as much as they can into each day, their preferred leisure activities involve being out of home...and therefore exposed to most Outdoor Advertising

They spend most of their leisure time following personal and hedonistic passions, getting outdoors, juggling friends, keeping fit, eating and drinking, and chilling out!

Hip 'n Happening consumers grew up in a time of affluence and technological advancement. As kids they received about four times the value in toys as their parents did. Apple is their favourite brand. They are the highest users of Facebook, and nearly 81% access it about once each day.

Their favourite smartphone app is Facebook. So, ensure your creative message on your Outdoor Advertising has a strong call to action that drives them online and onto social networks.


Creativity

Creative that is relevant and resonates with your audience is a crucial element of any marketing campaign, and even more so for Outdoor Advertising! After analysis through TGI there are 10 key themes that have been identified as crucial to successful marketing to the hip 'n happening


Creative Guidelines

ONE
Recognise their individuality

Be less 'mass' and more individual in approach

TWO
Acknowledge their need for balance

Be sympathetic to changing work/life priorities

THREE
Celebrate their relationships

Try to encourage and enhance social interaction

FOUR
Fuel their passions

Become more closely aligned with their personal passions

FIVE
Respect the value of their time

Understand the need to achieve more with their time

SIX
Enrich their lives

Offer new and richer experiences

SEVEN
Satisfy their demand for quality

Communicate elements of quality and reinforce value

EIGHT
Become more familiar to them

Frequency builds brand presence, especially close to purchase

NINE
Treat them with intelligence

Be clever in marketing so they feel actively engaged

TEN
Appeal to their taste for new technology and toys

Ensure all marketing messages have a link to a social platform or mobile application