[Applause]
I’ve got a good news my mom is in love
do you know how I know that because my
son told me that she’s updated of status
on Facebook
yes that is sad but that’s happiness
this is the happy generation they have
time to fall in love they have time to
be on Facebook however marketeers
nowadays tend not to grasp this
happiness and what they’re doing is
actually thinking that happiness belongs
to other targets which is a term they
use they even use to describe this
target a birth word called a persona and
a person is a description of who they
think can best encapsulate their brand
so meet Johnny happy
Johnny happy is an amazing man he’s a
very strong wishful thinking Johnny
happy he is in the mid 30s has a
beautiful wife beautiful kids has an
amazing works in which he fulfills
himself with such a passion it’s organic
you know he’s investing a lot of time in
his work but still believe that
friendship is a strong value in which he
also needs to invest time as much as
ecology actually you find one like that
marry him
if you’re if you’re a man
you might sell him afterwards you don’t
know it might be useful this guy like
this is probably the only person on
earth being like that so yes as a
marketeer it looks good as a market here
I see it as happy Johnny Oh Johnny happy
depending on which country you’re from
but actually let me tell you a secret
johnny is not happy johnny has a
mortgage he can’t afford johnny has a
very hectic family with wife and kids
and johnny is struggling so if you’ve
met Johnny actually his to-do list looks
like this hen journey is far from being
happy Johnny’s in burnout but as a
market here I don’t want to listen to
this
I like Johnny because he looks good he
looks very good but I can tell you
Johnny he’s not part of the happy
generation so who’s the happy generation
that’s the question we here to answer
tonight and I will tell you who’s really
happy but to do so let me show you this
this is the happy generation however
when marketeers tend to picture the
happy generation people below or be
above 50 or about 55 above 60 they tend
to picture them like this have you seen
your parents or grandparents looking
like this I mean you come home and you
see them jumping in the garden like this
I can tell you if it happens to me I’ll
run I’ll probably do a paternity test
because somehow something’s wrong you
know genetically talking at be worried
no this is not the reality
so when marketeers are not picturing
them like this let’s start picturing
them like that
which is somehow insulting they believe
they’re not cool they will mock them
they will make them feel that they are
not part of the world anymore and the
ones actually thinking that they will do
a strong job towards
seniors that’s what they do they do a
very serious advertising so basically
either you are being talked to in a way
which is totally unrealistic or as a
senior you are being talked to in a very
rude way or you are talked to when you
have a disorder and when you look at the
age it seems that anytime we are talking
about somebody senior apparently there
is an earring problem or heat problem or
whatever this is not the case this is
really not the case let me tell you
another secret this is my friend gorg
since go was in his cave and realized
that life was tough because his wife had
been eaten by a dinosaur
goke started to realize that he had to
fight so he’s been fighting for freedom
he’s been fighting for fire for security
safety and since that man all
generations up to the happy generation
has been fighting for freedom
intellectual freedom financial freedom
any kind of freedom you can imagine and
some I won’t name here the problem is we
start going back down I just an example
they invented the miniskirt hey that’s a
great generation but we the younger
generation when I work in companies what
I hear is burnout I’m not hearing
happiness in companies very few
companies might want to install that
when the majority of companies people
are struggling and now I will give you
another secret on market ears because
market ears are not good at math very
bad at math it’s a simple equation
people about 50 in Europe represents 70%
of the financial resources that’s nice
yes however the represent 10% of the
marketing investment so as a market here
I will spend if you do the math 90% of
on only 30% of the population so why as
a market here am I refusing to talk to
seniors am I
right we through they’re not cool and
not very cool senior people my god can
you imagine that they’re not my age how
could I find them cool but let me tell
you another secret this is the coolest
generation since the dinosaurs
they’ve been dancing naked at Woodstock
they’ve been launching the Rolling
Stones The Beatles the Pele I mean they
had a life in the 70s you would survive
10 minutes of this diet and we think we
are cool we’re not they were very cool I
speak to marketeers and they tell me hey
yeah but they’re not into brands they
buy private labels why do they buy
private labels because they have no
money and they’re walking like this and
private labels probably they are the
bottom shelf yes they did not help
building brands at all all those brands
are very new on the market and fairly
new brands that actually only the young
generation is helping developing now
they’re really into brands so what’s the
reason behind I will give you some
figures the average age of buying a
harley-davidson in Europe is 59 the
average age of buying an Audi TT is 61
yes they own 80% of the luxury cars
Johnny happy is driving a Twingo
so how on earth and not even a hybrid
one so we need to look at those people
in a different way I saw that in France
the other day I will translate it for
you it says a young individual old
enough to be talked to normally I will
turn it in a different way I will say
old individual young enough to be talked
to normally have you never seen how
funny it is that when people talk to
other people who are not their age they
tend to adapt their language they speak
to kids like this hello hello ie today
and comes to granny and they’ll do the
same hello granny you’re right and they
will even yell because this is probably
deaf and and you realize that why when I
speak to somebody who’s not my age I
start mocking or I start adapting kids
or people about 50 are not stupid they
speak the same language so we adapt
because we start judging this is why
today in marketing senior people they
love advertising they love it they do
love it apart from the advertising which
is designed for them look at them I
counted the teeth they have probably two
times more teeth in their mouth than I
have and they already dressed in white
so market is probably already on the way
to heaven yep that’s it yes advertising
agencies have been forced to make that
ad make an ad for seniors now yes dress
them in white that’s it they’re already
on the door oh come on let’s get serious
or they do something like this yes
because when you above 55 60 you
definitely need a lift to climb the
stairs how insulting this is not because
you do marketing towards somebody who’s
not your age that you have to mock that
person and of something which is very
important to bear in mind is that this
person here let’s call you Francis
Francis doesn’t see himself like this do
you know how he sees himself that’s the
way Francis sees himself and that’s the
way he feels
we never age we never age you know in
our mind there is not something where
you wake up in the morning is like oh
I’m 40 oh I’m 50 damn I’m 60 and that’s
it and all of a sudden something
different in your way of thinking
happens no no you still the same you
still danced naked at Woodstock no
matter your age and that’s what he
remembers the problem with Francis is
that he sees his friend Peter looking
like this yes he’s got a different
perception he was a Peter hore he looks
oh look at all these means become yeah
so can you imagine an advertising agency
or marketing department looking a bit
more like this you know like hey we’re
having fun they look at Francis and
Peter probably like this I had that
experience you know yes we’ll do an ad
on seniors what so this is complicated
people do not see themselves the way
they are and this is something which is
very strong it’s called empathy and
empathy is about looking other people
not through your eyes and your judgement
it’s about looking to other people
through their eyes and trying to
understand how they feel about this
first of all seniors do not exist
they’re the same age would you talk to
them in the same way to which one would
you go hello granny know that none of
them none of them so there is no senior
we are all the senior of somebody else
age is a virtual thing and this is why I
call it a non-judgmental if you want to
do great marketing it’s about not
judging others and marketing applies in
your daily life this is about looking at
other people through their own eyes
because if you would look through the
eyes of somebody 50 plus 60 plus 70 Plus
this is what you would see
this is what you would feel but this is
important so let me ask you something
how do you look at your parents or your
grandparents your grandpa your grandma
how do you think she or he feels when
seeing his or her reflection in your
eyes
so let me finish with this how would you
like to be looked at thank
[Applause]
you
I’ve got a good news my mom is in love
do you know how I know that because my
son told me that she’s updated of status
on Facebook
yes that is sad but that’s happiness
this is the happy generation they have
time to fall in love they have time to
be on Facebook however marketeers
nowadays tend not to grasp this
happiness and what they’re doing is
actually thinking that happiness belongs
to other targets which is a term they
use they even use to describe this
target a birth word called a persona and
a person is a description of who they
think can best encapsulate their brand
so meet Johnny happy
Johnny happy is an amazing man he’s a
very strong wishful thinking Johnny
happy he is in the mid 30s has a
beautiful wife beautiful kids has an
amazing works in which he fulfills
himself with such a passion it’s organic
you know he’s investing a lot of time in
his work but still believe that
friendship is a strong value in which he
also needs to invest time as much as
ecology actually you find one like that
marry him
if you’re if you’re a man
you might sell him afterwards you don’t
know it might be useful this guy like
this is probably the only person on
earth being like that so yes as a
marketeer it looks good as a market here
I see it as happy Johnny Oh Johnny happy
depending on which country you’re from
but actually let me tell you a secret
johnny is not happy johnny has a
mortgage he can’t afford johnny has a
very hectic family with wife and kids
and johnny is struggling so if you’ve
met Johnny actually his to-do list looks
like this hen journey is far from being
happy Johnny’s in burnout but as a
market here I don’t want to listen to
this
I like Johnny because he looks good he
looks very good but I can tell you
Johnny he’s not part of the happy
generation so who’s the happy generation
that’s the question we here to answer
tonight and I will tell you who’s really
happy but to do so let me show you this
this is the happy generation however
when marketeers tend to picture the
happy generation people below or be
above 50 or about 55 above 60 they tend
to picture them like this have you seen
your parents or grandparents looking
like this I mean you come home and you
see them jumping in the garden like this
I can tell you if it happens to me I’ll
run I’ll probably do a paternity test
because somehow something’s wrong you
know genetically talking at be worried
no this is not the reality
so when marketeers are not picturing
them like this let’s start picturing
them like that
which is somehow insulting they believe
they’re not cool they will mock them
they will make them feel that they are
not part of the world anymore and the
ones actually thinking that they will do
a strong job towards
seniors that’s what they do they do a
very serious advertising so basically
either you are being talked to in a way
which is totally unrealistic or as a
senior you are being talked to in a very
rude way or you are talked to when you
have a disorder and when you look at the
age it seems that anytime we are talking
about somebody senior apparently there
is an earring problem or heat problem or
whatever this is not the case this is
really not the case let me tell you
another secret this is my friend gorg
since go was in his cave and realized
that life was tough because his wife had
been eaten by a dinosaur
goke started to realize that he had to
fight so he’s been fighting for freedom
he’s been fighting for fire for security
safety and since that man all
generations up to the happy generation
has been fighting for freedom
intellectual freedom financial freedom
any kind of freedom you can imagine and
some I won’t name here the problem is we
start going back down I just an example
they invented the miniskirt hey that’s a
great generation but we the younger
generation when I work in companies what
I hear is burnout I’m not hearing
happiness in companies very few
companies might want to install that
when the majority of companies people
are struggling and now I will give you
another secret on market ears because
market ears are not good at math very
bad at math it’s a simple equation
people about 50 in Europe represents 70%
of the financial resources that’s nice
yes however the represent 10% of the
marketing investment so as a market here
I will spend if you do the math 90% of
on only 30% of the population so why as
a market here am I refusing to talk to
seniors am I
right we through they’re not cool and
not very cool senior people my god can
you imagine that they’re not my age how
could I find them cool but let me tell
you another secret this is the coolest
generation since the dinosaurs
they’ve been dancing naked at Woodstock
they’ve been launching the Rolling
Stones The Beatles the Pele I mean they
had a life in the 70s you would survive
10 minutes of this diet and we think we
are cool we’re not they were very cool I
speak to marketeers and they tell me hey
yeah but they’re not into brands they
buy private labels why do they buy
private labels because they have no
money and they’re walking like this and
private labels probably they are the
bottom shelf yes they did not help
building brands at all all those brands
are very new on the market and fairly
new brands that actually only the young
generation is helping developing now
they’re really into brands so what’s the
reason behind I will give you some
figures the average age of buying a
harley-davidson in Europe is 59 the
average age of buying an Audi TT is 61
yes they own 80% of the luxury cars
Johnny happy is driving a Twingo
so how on earth and not even a hybrid
one so we need to look at those people
in a different way I saw that in France
the other day I will translate it for
you it says a young individual old
enough to be talked to normally I will
turn it in a different way I will say
old individual young enough to be talked
to normally have you never seen how
funny it is that when people talk to
other people who are not their age they
tend to adapt their language they speak
to kids like this hello hello ie today
and comes to granny and they’ll do the
same hello granny you’re right and they
will even yell because this is probably
deaf and and you realize that why when I
speak to somebody who’s not my age I
start mocking or I start adapting kids
or people about 50 are not stupid they
speak the same language so we adapt
because we start judging this is why
today in marketing senior people they
love advertising they love it they do
love it apart from the advertising which
is designed for them look at them I
counted the teeth they have probably two
times more teeth in their mouth than I
have and they already dressed in white
so market is probably already on the way
to heaven yep that’s it yes advertising
agencies have been forced to make that
ad make an ad for seniors now yes dress
them in white that’s it they’re already
on the door oh come on let’s get serious
or they do something like this yes
because when you above 55 60 you
definitely need a lift to climb the
stairs how insulting this is not because
you do marketing towards somebody who’s
not your age that you have to mock that
person and of something which is very
important to bear in mind is that this
person here let’s call you Francis
Francis doesn’t see himself like this do
you know how he sees himself that’s the
way Francis sees himself and that’s the
way he feels
we never age we never age you know in
our mind there is not something where
you wake up in the morning is like oh
I’m 40 oh I’m 50 damn I’m 60 and that’s
it and all of a sudden something
different in your way of thinking
happens no no you still the same you
still danced naked at Woodstock no
matter your age and that’s what he
remembers the problem with Francis is
that he sees his friend Peter looking
like this yes he’s got a different
perception he was a Peter hore he looks
oh look at all these means become yeah
so can you imagine an advertising agency
or marketing department looking a bit
more like this you know like hey we’re
having fun they look at Francis and
Peter probably like this I had that
experience you know yes we’ll do an ad
on seniors what so this is complicated
people do not see themselves the way
they are and this is something which is
very strong it’s called empathy and
empathy is about looking other people
not through your eyes and your judgement
it’s about looking to other people
through their eyes and trying to
understand how they feel about this
first of all seniors do not exist
they’re the same age would you talk to
them in the same way to which one would
you go hello granny know that none of
them none of them so there is no senior
we are all the senior of somebody else
age is a virtual thing and this is why I
call it a non-judgmental if you want to
do great marketing it’s about not
judging others and marketing applies in
your daily life this is about looking at
other people through their own eyes
because if you would look through the
eyes of somebody 50 plus 60 plus 70 Plus
this is what you would see
this is what you would feel but this is
important so let me ask you something
how do you look at your parents or your
grandparents your grandpa your grandma
how do you think she or he feels when
seeing his or her reflection in your
eyes
so let me finish with this how would you
like to be looked at thank
[Applause]
you
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