Wooing Gen Z

Dating app Tinder created an interactive streaming video series with 2000 potential branching storylines in each short episode. Matches were based on similar storyline choices and helped spark conversation in a new way to take engagement with Tinder beyond the swipe. It won the Grand Prix in the Entertainment Lions and shows how to build meaningful connections through interactivity.

Adobe collaborated with singer-songwriter Billie Eilish to share the process behind her ‘Happier Than Ever’ video. It’s a textbook example of how to use a popular performer among Gen Z to showcase a selection of creative tools.

IKEA connected with Gen Z in Spain by launching a ‘90s reality TV show. ‘Trapped in the 90s’ saw Gen Z contestants in a house where no IKEA products existed, giving them an insight into what life was like before IKEA arrived in Spain. It generated a 7.1% growth in awareness, 2.7m website visits and a 149% uplift in sales. A Silver winner in the Creative Commerce Lions, this work shows how entertainment and participation can be two effective engagement strategies for a Gen Z audience.

In partnership with Red FM, India’s leading radio station, Nescafé assigned a 5.30am call-in slot for young people to vent their feelings, safe in the knowledge that few people would be awake to listen in. Enabling callers to lighten their load before the day – much in the way a cup of Nescafé does – the work cleverly presented brand values in a fresh light and provided a safe space for Gen Z.