With more than 18.8% of the UK population belonging to the Generation Z age group (12-27 years old) and 22% Millennials (27-44 years old), brands must understand how to connect with this demographic and effectively build trust - what grabs their attention more than TikTok and Instagram likes or their Uber Eats order?
The answer lies in creating shared and memorable brand experiences. A report by American Express reveals that 87% of Gen Z and Millennials are willing to spend on once-in-a-lifetime experiences over material possessions, or as the statistic suggests, over their savings account.
How do brands create memorable brand experiences?
Experiential marketing activations are a common strategy for creating memorable experiences and appealing to Generation Z and Millennials. In a digital world, consumers are looking for something unique and exciting that can elevate their daily experiences. The more memorable the experience, the better and more positive brand recognition people will have.
Memorable brand moments resonate deeply with Gen Z, Millennials and all audiences, compelling them to share their experiences with their social networks. But to create a memorable brand moment, brands need to go to where their customers are.
Data from Mintel indicate that around 41% of UK adults plan to attend a music festival in the next 12 months, but this rises to 58% for Gen Z and 48% for Millennials. The UK is home to a diverse selection of festivals and events, from music festivals like Glastonbury and Wireless to food events Taste of London and Foodies Festival, each with an attendee list largely consisting of these age groups.
By having a brand presence at relevant events and hosting an experiential marketing activation, brands can leverage audiences by targeting and engaging Gen Z consumers.
Experiential activations to create memorable experiences
Shipping container conversions provide the perfect event space for experiential activities as they are completely customisable to complement your brand and campaign.
Modular structures that can be stacked upon one another, structures of all shapes and sizes are possible. Further, through design, modification and fabrication, customised containers can be reimagined into almost anything. A blank canvas, customised containers allow brands to create their memorable experience and appeal to Gen Z and Millennials.
E.L.F Jelly Pop experiential activation
To promote the new E.L.F Jelly Pop Collection, our Gallery Plus customised container had a jelly makeover with Nine Creative Productions and Pure PR London.
Megaflatables housed the container in a jelly-like inflatable and inside the container, guests could grab a pick 'n' mix and win products from the new collection. Unique, stand out and memorable, the experiential activation received a great response both offline and online.
7UP Summer experiential activation
For 7UP's summer product sampling campaign, ID Agency transformed our Impact Premium into "The Coolbox", a structure designed to look like an opened cooler box with a lid. The customised container was completely reimagined through cladding.
The experiential activation attracted groups of all ages, including Generation Z. Here, they could grab a can of the popular pop drink, win prizes and chill out with their friends. With customised containers, anything is possible - ensuring your experiential activation appeals to Gen Z and all audiences.
For more information on shipping container conversions for experiential marketing activations and events, contact us on (0161) 821 1010.