#Adulting Millennial Campaign
#Adulting — the defining moment a Millennial tweets about when they feel most like a grownup. Like buying their first car.
In 2018, for the first time since marketers have trumpeted the excessively-hyped "Millennial" charge, this age group will enter the serious car buying market. Up to this point, BSA had resisted the temptation to chase the trendy target until careful data analysis revealed the business opportunity for our Client. From there, we unleashed a deep dive into the target resulting in the discovery of a set of core values that can be defined with a single hashtag. #Adulting
We created a campaign that taps into a powerful life stage our 20-something target is experiencing: “Adulting” — that moment when you find yourself, for the first time, doing very grownup things. And to break through the skepticism, Millennials have toward slickly-prepared advertising, we created a look that seems to be homemade and organic, yet jumps from the small mobile screen with cutting-edge technology.
This campaign just launched so we'll brb. However, we can tell you that the insanely-talented millennials who worked on this creative think it's savage.