Consumers under the age of 18 years old are quick to understand and use technical innovations, which is a valuable attribute to mobile phone companies seeking to market new products and services.Young people are however, some of the most difficult consumers to target effectively. They are skilled at identifying commercial messages of interest, but are highly critical of brands that get it wrong.MPG (France) was able to combine its understanding of youth market trends with a raft of media techniques. This allowed Orange to transmit a powerful message about its latest product to young consumers without alienating them.