GQ
Young people 18-24
Young people 18-24
Despite a bit of a late one, Sundays start early in the bedroom of their $521,000 inner city apartment with a quick 21 minute scroll on their iPads to scout out what’s on around town.
Over two short blacks, two organic eggs and too much bacon, they’ll share one newspaper.They’ll read and debate 832 opinions over one year, discuss 104 films but only see 8 together.
On any given Sunday they’ll travel 34.2 km around the city, walking 7.4km and spending an average of $165 on museum entries, gigs, parking tickets and looking for a table just like the one they just saw (only in red and a bit smaller) for their study.
This is the way Sunday plays out for Eddie and Jane. We have another 1,747,000 more couples just like them nationally, looking forward to this Sunday. And this is just one example of the power our people have.
Learn more about young people 18-24 in
National Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
National Stats
Stats Data
1,595,000
Stats Title
Total Audience
Stats Data
74.8
Stats Title
% reach
Connect with young people 18-24 through these brands
NSW Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
New South Wales
Stats For State
516,000
Total Audience
70.7
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Young people 18-24 in New South Wales through these brands
QLD Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Queensland
Stats For State
314,000
Total Audience
77.1
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Young people 18-24 in Queensland through these brands
SA Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
South Australia
Stats For State
131,000
Total Audience
84.7
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Young people 18-24 in South Australia through these brands
VIC Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Victoria
Stats For State
411,000
Total Audience
75.4
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Young people 18-24 in Victoria through these brands
WA Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Western Australia
Stats For State
172,000
Total Audience
74.6
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
NT Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Northern Territory
Stats For State
16,000
Total Audience
79.6
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Young people 18-24 in Northern Territory through these brands
TAS Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Tasmania
Stats For State
34,000
Total Audience
75.2
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Young people 18-24 in Tasmania through these brands
Related case studies
Racing Victoria - Spring Racing Jockey Premiership
Racing Victoria partnered with the Herald Sun to increase consumer engagement with the 2014 Spring Racing Carnival and develop leads for re-marketing opportunities.
A cross-platform partnership was developed to meet Racing Victoria’s key objectives to:
- drive engagement with the Spring Racing Carnival, targeting one time punters, sports lovers and racing enthusiasts
- increase consumers’ understanding of the individual jockeys racing in the Carnival
- influence readers to have a ‘punt’ during the Carnival
As pt of a multi-faceted partnership, we activated a consumer promotion that required readers to learn more about the jockeys competing in the Carnival. The competition allowed our audience to demonstrate their knowledge of the jockeys, having gained a deeper understanding through the Herald Sun Racing sub-section and Racing Victoria’s website, Racing.com.
Bethesda - The Evil within
Next generation consoles have reinvented the gaming experience, The Evil Within is not a game that relies on cheap jump scares. It’s driven by a slow, sustained, and deeply pervasive sense of dread that sets your mind racing at every crunch of glass beneath your feet and every distant groan from an unseen enemy. So when we were approached by the agency to create an out-of-the-box execution for Bethesda Softworks, for the horror game ‘Evil Within’, we decided to reinvent the mobile ad.
We asked ourselves how do we create an experience that would stand out and give people the creeps. The answer? The Evil Call. We only had the launch day to create hype so it had to stand out amongst all the other advertisements served on the day.
We all like a creepy phone call story right? That unexpected garble of someone sounding like they’re calling from hell? We took this thinking and created a simple idea for the mobile world.
The Execution
A teaser advertisement directed people to a fullscreen page which resembled their incoming phone call screen . iPhone and Android users were served a phone call from the Evil Ruvik, the main antagonist in the game. Those who accepted the call listened to a desperate plea from people trapped inside Ruvik’s realm trying to get out. Once the call was over the user was directed to a page where the trailer and social media tools were housed.
Social Media
Our mission was to engage as many users as we could via the social media tools, a mobile site shared the experience mobile to mobile via Facebook Messenger, Whatsapp, SMS and Google Hangouts. The user was able to send the call to friends via this medium.
The Result
This bespoke campaign’s was incredibly successful for the game’s launch day. The results speak for themselves.
* Dwell times on the ad unit of 53 seconds per user
* Obtained over 460k interactions – that’s a 26% interaction rate.