I am taking on a campaign that focuses on college students (ages 18-25). It is a generation that is entertainment driven and has media awareness ranging from competent to extremely savvy.
This generation's use of portable electronic communication devices (smart phones, notebook computers, i pads, internet, etc), have become essential and often define one's social standing within their social circle or network.
Self-expression is very important.
Competing for our product's dollars may vary depending on the type of college or university being attended, socioeconomic factors, and if the students are on their own (with or without parental assistance) or living at home. However, across the board, electronic devices and their accessories, entertainment, and social activities will be consistent.
Creating the "want or need" for a "static (non-active) investment" will be the real challenge.
