Bangkok--26 Mar--Mindshare
Mindshare, the leading marketing and media network in Thailand reveals today “What’s Cool”, a qualitative research (Consumer Dialogue) and findings from youths aged between 18 — 23 years who live in Bangkok area. The study aims to pave the understanding of youth consumers’ attitude, behavior, motivation and media connection towards “Cool” concept and for marketers in the area of media and communication strategies.
Pathamawan Sathaporn, Head of Business Planning, Mindshare said, “In staying connected with today’s youth, Mindshare conducted a study to understand the concept of “cool” which has always been a core element of youth culture, to explore how it has shaped the way they think and live and most importantly to identify the impact towards the future of media, both ‘traditional’ and ‘new’.”
Concept of “Cool” in youth perception is defined as:
A cool personality is one that is ‘colorful’ and comprised of many emotions. Variety is the key.
‘Coolness’ or being ‘cool’ is unique and personal to every individual, especially teenagers. Being ‘cool’ is doing something we enjoy while others may not feel that way.
A cool advertisement I saw where the idea is about continuing the giving and doing good…Like pay it forward.
An uncool personality is being too serious with everything! People need to smile and think positively.
Thai research finding shows “What’s Cool” in Youth perception can be recognized from both “The Outside” and “The Inside”. “The Outside” is recognized by being stylish and in trend look, establishing own individuality, looking young and youthful, and drawing positive attention from others. “The Inside” is recognized by being outstandingly talented and successful, ‘Think different’ point of view, full of fresh ideas and creativity, having goodness inside and care for others.
What’s Cool is defined as 5 following themes
1) The Only One: “It has to be one of a kind and that there’s no way anybody can imitate it.”
2) To the Extreme: “It’s about doing something to the fullest and being the best at it.”
3) Taste in Trend: “It’s about leading the trend with your individuality, not following it.”
4) Fame, Power & Money: “It gives you presence and brings you more opportunities in life.”
5) Forward Thinking: “It’s about see things differently and be the first to make a difference.”
“Cool Things to Do” for youth are such as merit making, reading good quality books, meditation, social networking, dress up as for their preference and individuals, travelling.
“Cool TV Contents”
1) INNOVATIVE FORMAT ex. X-Man, Just Married, Love Letter, Star King, Britain’s Got Talent, ANTM, Project Runway, and etc.
2) PURE HUMOUR ex. Pen-Tor and Ching Roy Ching Lan
3) POP CULTURE ex. Gossip Girls & Heroes
4) FRESH IDEA ex. Tonight Show, Woody, Kob Nork Ka Lar and Kon Knon Kon
“Cool Digital Content”
Digital Playground
Personalized Digital Format
Outside Inner Circle
Free Content
Likeminded Community
“Cool Brands” are such as X- BOX, Ray-Ban, Converse, Apple, YouTube, Mini, Nike, BMW, Facebook, Onitsuka Tiger, Heineken, BlackBerry, Wii, Skin Food, Vitamilk, Coke, Pepsi, Sigha, Jank Daniel, Maekhong, Sang Som, Nan Yang, Couple Gooses, Cornetto
Pathamawan also said that given this richness of information about “WHAT’s COOL”, we can then think forward and helps identify the media and communication strategies. That is
1) A fragmented society has complex cultures. Coolness is not ‘mass’ and will need a more ‘fragmented’ approach.
2) Possibilities and initiatives endless. Identifying “What’s Cool” makes it interesting for marketers to adapt and engage AND try new things.
3) Social interaction goes beyond boundary. Look out for the next “What’s Cool” application.
4) Brands as social objects. It’s no longer about hard selling
5) Rethinking media platform. A different approach to communication.
Mindshare said that the challenge to all marketers who want to engage the youth Thai consumers are to be a facilitator rather than a leader for their likeminded “space” to express their “individuality”.
Notes to the Editor
Mindshare is a global marketing and media services network with billings in excess of $23 billion (source: RECMA).
The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, Middle East, and Asia Pacific; each dedicated to forging competitive marketing advantage for businesses and their brands.
Mindshare is a member of WPP, the world’s leading communications service group with $63.5bn in billings (source: RECMA).
For more information, please visit: www.mindshareworld.com.
GroupM, the world’s leading full service media investment management operation, was created by WPP Group to oversee its assets in this sector. These assets include Mindshare, Mediaedge:cia, MediaCom and MAXUS. The focus of GroupM is the intelligent application of volume and scale in trading, innovation and quality of services, in order to bring benefit to clients and the companies it operates.
For more information, please visit: www.groupm.com.
For further information, please contact:
Thitiporn Unchurit
Mindshare
+662 629 6327
[email protected]