Idea 2

This is the other idea i had of it being more to do with the channels and not specifically an animation. like more info graphic style with a bit of animation.
Pease note olaf won't be in the real thing as he is nothing to do with itv and a lot of 16-34 year olds won't be impressed with that as its considered childish. it would pretty mud only appeal to 16-25 year old women at a guess. 
It would need to be a funny bubbly character though. maybe an already well known one? ill have to do my research on that. 

This is my story board

Research into generation Y

This bit of research is from http://www.themarketer.co.uk/analysis/features/generation-y-what-every-marketer-needs-to-know/

I think its quite useful it goes quite in depth about what generation Y do and like etc.

Generation Y: what every marketer needs to know

WORDS:Rob Gray

The emergence of Generation Y – defined as those born in early 1980s up to the early 2000s – presents marketers with many challenges. This market segment, also frequently called Millennials, spans a broad range of life-stages, from those just starting secondary school to those with spouses, kids and mortgages. They are not, therefore, a homogenous whole – but have been shaped by the same socio–economic trends. They share similar traits, habits and values – all of which marketers need to grasp fully in their branding strategy. Read below to discover the main characteristics of Millennials and how your brand can appeal to this young and influential demographic.
AspirationsAccording to research from Ashridge Business School and the Institute of Leadership and Management, graduates entering the workplace are an academically talented bunch but have very high expectations – 32 per cent are unhappy with the performance of their boss and half plan to move into another job within two years. Strongly motivated by money, status and the prospect of career advancement, they also value a high degree of freedom and autonomy in how they carry out their work. A work life balance is important to them and they do not accept the culture of “long hours” embraced by Generation X – those born between the early 1960s and early 1980s. Additionally, over a third of graduates engage in personal tasks online while at work at least once or twice a week compared to 25 per cent of managers – a finding that creates opportunities for marketers looking to target audiences during the working day.
CultureThe cultural values and interests of Generation Y are intertwined with the rise of the culture of digital media. According to a large international study of 12,000 18 to 30 year olds in 27 countries carried out by Telefónica, Millennials are defined by their ubiquitous use of technology. They also believe that education in technology will ensure future personal success. Generation Y could also be termed the smartphone generation – 76 per cent of Millennials own smart phones globally. This is reflected in their media channel preferences, with the internet trouncing TV and print not only as the best source of entertainment but also for credible news coverage. The internet, including social media, was seen as the best source of entertainment by 64 per cent – crushing print magazines and newspapers, with a mere three per cent.

Nearly half of the 18 to 30 year olds surveyed in the UK believe they have an excellent knowledge of technology compared to just 30 per cent worldwide – suggesting that marketers need to appeal to a increasingly tech savvy audience at home. This embrace of multi-channel digital culture is underlined by the Ipsos MediaCT Tech Tracker research that found that 38 per cent of tablet computer owners use their tablets while watching TV at least once a day, with a further 15 per cent doing so a minimum of once a week. The most popular activities while watching TV were e-mail (51 per cent), social networking (46 per cent) and online shopping (25 per cent).
ValuesYounger Millenials have never witnessed boom times and their attitudes have been shaped by the worldwide downturn. A US survey of younger Millennials, aged 14 to 17-years-old carried out by MTV showed that more than three quarters worry about the negative impact the economy will have on their future. Only 51 per cent agreed with the statement, “If I want to do something, no one is going to stop me,” a marked drop from 71 per cent in 2010. The majority – 60 per cent – believes they will be worse off than their parents and the same number feel “very stressed” about getting into a good high school or college. Brands that create a feel-good factor via personalised marketing and a sense of heritage will appeal to a demographic, which has a lot more to worry about than previous generations. For example, a report by Woot Media, Generation Y and Brand Loyalty found that Cadbury is the most liked brand amongst UK 16-34 year olds (82 per cent). Cadbury has fed this appetite for fun and feel-good branding with its launch of a 10-year marketing strategy, known as Joyville, which centres around a magical place where the brand creates its 100-year-old Dairy Milk bar.

ConsumptionGeneration Y is far more aware of marketing and advertising than previous generations – and with this commercial awareness comes scepticism about the nature of advertising. This means they may not respond to traditional marketing methods in the same way as previous generations. If they feel they’re being “marketed to”, they are likely to switch off. For instance, luxury brands are in danger of losing a generation of customers who see “luxury” as a purely marketing concept, says TBCH planner Lauren Took.

A report by Woot Media, Generation Y and Brand Loyalty, found that Cadbury is the most liked brand amongst UK 16-34 year olds (82 per cent), followed by Amazon 78 per cent, Pringles, Walkers and Heinz (all 74 per cent). The top ten is completed by Google, Coca-Cola, (both 73 per cent), Galaxy (71 per cent); Kellogg’s and Facebook (both 70 per cent)

Brand preferences evolve through different Generation Y life-stages, with brands that are more family-focused increasingly coming to the fore for those in the 25 and above age brackets.

So what the answer for brands? “Be authentic,” says Took. “Everything your brand does should be justified by a reason beyond making a load of cash. Apple thrives because they believe in doing things differently, and challenging the status quo. Starbucks has built its brand around the motto that everyone should have a “third place” to escape to. Neither of these brands are campaigning for drastic social change. They are however, telling this generation they really care about something. Something more than making money.”

- See more at: http://www.themarketer.co.uk/analysis/features/generation-y-what-every-marketer-needs-to-know/#sthash.Kc8GnkDF.dpuf

Research for responsive

I found this on http://www.marketingmagazine.co.uk/article/1211416/makes-brand-appeal-generation-y And i think it is quite useful not just for branding but for advertising as well especially the last bit which does talk about advertising.

What makes a brand appeal to Generation Y?

by Dan McDevitt, 11.09.2013

inShare99

What makes brands appeal to 16-34 year olds and what values do they most respond to, asks Dan McDevitt, joint managing director, w00t! Media.

As a broad group, people in Generation Y are well aware of being inundated with brand and advertising messages, yet there are clear differences in how these messages cut through to different segments of 16 to 34 year olds, depending on age and circumstances.

A 25 year old could be single and studying at university, a co-habiting young professional or a married parent with a mortgage.

What’s more, they could theoretically shift through all of these life stages in less than a year. This has a clear impact on how they make decisions about brands – including those that appeal and the products they actually buy.

We recently conducted a detailed research project with over 1,000 16-34 year olds to find out what made brands appeal, including what values they most responded to and how they felt about advertising.

We found that there are three key life stages people naturally fall into. We called them: ‘All About Me’, ‘All About Us’ and ‘All About Them’.

All About Me

In this group, young adults don’t yet have any firm responsibilities. They are typically 16 to 21 years old and only need to consider brands for themselves, not having to buy for the home or a partner or children. The key brand types that fared well were snacks (such as Fanta and Maltesers), while alcohol, fashion and digital platforms made up the majority of those that dominated the most liked brands in this stage.

All About Us

This is an interesting stage that feels like first true adult independence. Typically they are 21 to 30 years old and may be moving into their own home for the first time, living with a partner or taking the first rung on the career ladder.

At this stage the most liked brands start to include more alcohol, department stores, and household grocery brands such as Colgate. Credit card brand Visa also makes an appearance.

All About Them

This life stage is about having to be open and accountable to other considerations and influences. Typically this group are 25 to 34 years old and may now have a partner, children and mortgage payments.

It is at this stage that trading off between brands really starts to speed up. This is because the needs and wants of others trump initial personal preferences.

At this stage, young adults are also making decisions about wider categories of products than ever before, and their brand repertoire will have grown considerably. This is evidenced with more family orientated brands such as Johnsons, Warburtons and Kellogg's appearing in their most liked brands list.

Why brands appeal

Regardless of life stage, a series of truths emerged from our questioning about why any brands appeal to young adults. Right across the board, the common denominators in choosing brands are the perceived quality and performance of their products.

Intriguingly, near the top of the list is the brand’s personality - with 60% of people agreeing that a brand has to fit with who they are, what they like and how they do things.

We found that younger audiences were more influenced by whether or not they like the brand's advertising than other groups, while those with children will compromise their own feelings on brand fit for performance and quality of products.

Let's get emotional

Which brand values actually impact on people’s decision making when choosing to purchase?

Aside from the hygiene factors - creating quality products that are good value - the emotional needs of the individual dominate beyond rational thinking.Brands need to show that they understand people’s personal satisfaction needs - that they can make them feel good about themselves and make their life better. This is particularly true for younger audiences.

Older audiences that are married/cohabiting with children are the only audience to place an emphasis on what we termed 'brand driven needs' - such as ethical and environmental considerations. For everyone else these fall to near the bottom of the list. 

Advertising must connect

For Generation Y, advertising can be highly informative. Yet the sheer volume delivered in broad reach environments means it often becomes wallpaper.Worse still, it is usually perceived as a punishment to be endured for content they actually want to consume - with pre-rolls coming out particularly badly as the most annoying ad formats.

This means brands wanting to create an emotional connection through advertising face some hard work.

Some key rules aren’t surprising:

* Generation Y expect successful brands to advertise, but not to interrupt.

*They expect professionalism, not brands that try to trick, patronise or stereotype.

*They want ads to be useful and/or entertaining - but be mindful of your audience.

The less responsibilities your customer has, the more open they are to brands that invite them to get involved. These basics do need to be combined with emotional supports, such as association with environments that mean something personally to the customer. For example, sports brands sponsorship or aligning advertising around their favourite sites. 

This helps them to cut through the clutter, easily identify and find brands that will add value to their lives.

responsive- ycn brief

If I'm honest, I wasn't inspired by any of those briefs but as we have to pick one I have chose itv2.

itv2

Help itv2 re-connect with 16-34 year old Brits in 90 seconds

Background

With everything we do, itv wants to be at the heart of popular culture.For itv2 this means being at the heart of young British culture.

If you (or your mum) has watched itv2 in the past, this might seem like an unlikely challenge – but itv2 is changing. We’ve launched a new channel called itvBe, where all the female-oriented reality will go, leaving itv2 to focus on entertainment and comedy. This means itv2 will be much more aligned to Celebrity Juice, Plebs and Job Lot programming and will be losing TOWIE, Housewives of… and Millionaire Matchmaker.

With itv2 investing in fresh new British talent, comedy, and entertainment aimed at a younger audience, we need a fresh approach to our brand promotion.

The Creative Challenge

We need your help to re-connect 16-34 year old Brits with the new itv2.

We know that what young audiences currently think about the channel is out of step with the new content. We also know that the look and feel of the channel isn’t helping them understand this change and recognise that it is a channel ‘for them’.

The good news is that when we show them promos from the new shows they like what they see. The bad news is that not as many young people are watching the promos as we’d like.

As a result, there are loads of 16-34 year olds out there who don’t know that itv2 has changed for the better, and therefore don’t consider it a go-to channel. There are lots of TV channels and content brands vying for their attention, not to mention wider entertainment options. So we’re looking for amazing, creative ideas that will help us stand out and make us a relevant choice for 16-34 year old Brits.

We want to see ideas that will make people want to watch itv2 and talk about it with their friends.

We’d like to see short, sharp ideas that will make the most of our owned channels. We have 90 second ad-breaks between our shows that we could do something more exciting with. You have full license to do whatever you like with these spots and can draw on or play with any of our other touchpoints as part of this.

For example, we have a fast growing following on Facebook with a healthy reach. We have talent like Leigh Francis – also known as Keith Lemon – who make an impact wherever they go. We have live shows and a whole tower of studios on the Southbank.

Creative Requirements

Content that lasts up to 90 seconds that will persuade a younger audience to give us a go.

You can create live action, animation, gifs or any other kind of moving content that you think will grab the attention of our audience, make them want to watch itv2 and talk about it with their friends.

Your idea might be for a single piece of content, or a series. It’s entirely up to you.

Target Audience

Our bullseye target is lads and lasses in their early twenties. This is a post-internet generation who are curious, eclectic and ravenous consumers of content of every type, on any screen. They’re still building their identity, so they’re trying new stuff out, keeping plugged into culture, and being part of any big trend or conversation.They’re drawn to brands that feel original, inventive and push the boundaries – brands that give them stuff to talk about, react to, and bond over with friends. They greedily consume outrageous entertainment, risky comedy, LOL clips, gifs and memes, whether user-generated or professionally produced. For them, good TV translates into stuff to share.

Tonal Considerations

Itv2 is:

Attractively unselfconscious – never achingly cool or cynical

More Northern warmth than London aloof

A bit sweary, outrageous and just the right side of wrong, but always with its tongue in its cheek and a twinkle in the eye

Colourful, bright and full-bleed

Always up for a laugh and taking the mick, but not mean or cruel

Not keen on taking things too seriously, but never trashy or vapid

Creative Considerations

An idea can be focussed in one channel and broadcast in others.

If you come up with an idea that can work across lots of channels, we’d be chuffed.

Don’t be limited by the design and colours on the channel right now.You’ll see a lot of red in the breaks, but that doesn’t need to stay.

Drawing the audience in and feeling part of their world is important, think about their role or response in your ideas.

Itv2 is looking for fresh thinking, so don’t hold back. We can’t wait to see your ideas.

Deliverables and Additional Information

In the accompanying Project Pack at the YCN website you’ll find examples of our breaks, our new programmes and key talent.

You should also watch lots of itv2 live and follow itv2 social channels as you watch and afterwards.

For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website.

Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website.

The problem:

People aren't aware that ITV2 has changed for the better and that it hasn't got the girly shows on it anymore

whats it asking us to do?

in the 90 second gaps between shows, advertise that this has changed in a style relating to itv2- northern comedy tongue in cheek colourful.

what it asking us to achieve?

make more people choose to watch itv2 because of its content

who will benefit?

well the audience because they are getting better telly and itv2 cause they will be getting more views

who is the audience?

16-34 year old brits

what are you expected to communicate to them?

this programme is now mainly comedy and entertainment no more reality tv

how will this message/concept be delivered?

moving content- live action/animation/gifs

Just a quick idea i had for this was an animation of a classic 50's style mum living with modern family and she wants to watch real house wives etc or whatever used to be on but theyre all watching the telly (proper film on cartoon telly)and its not on and the rest of the family love that but then it advertises that its on a new channel so she goes and bakes more cookies or something.