6.5 seconds to draw attention

It's the new creative concept to be applied in agencies DraftFCB Group. Laurence Boschetto, president and CEO of DraftFCB, proposes the challenge to draw the attention of the consumer in 6.5 seconds.


"We look at the world and we see the proliferation of the media. We would to know what was the number of messages that a person is exposed a reality that has internet, new channels and inovation. How long you have to make a connection with the consumer? It is a matter to understand consumer behaviour and insights that exist.
And these are 6,5 seconds a person will decide wheter to pay attention to you or ignore you. We think the answer is to reduce, simplify the message in the ad."

LOVE (AND SEX) IN THE AGE OF FACEBOOK

In the age of social media an important question is now being asked by the masses: If you’re in a relationship and it’s not documented on Facebook, does it even count?

We all have friends who record their entire relationship through social media channels—whether through constant tweets proclaiming their love for their romantic partner, frequent wall post declarations of love, or pictures posted of flowers or gifts received from that special person—and some of us might even be guilty of doing this ourselves.

But how much of our personal romantic lives should be kept private, and when are we guilty of oversharing? When you’re posting on your significant other’s wall about how much you love him or her, are you really doing it for your partner’s sake or just so that everyone else can see it? Most people I know have at least two e-mail addresses, a cell phone (sometimes two) and many other means of communication; is a Facebook post really the best way to relay this information?

It almost seems as if a relationship is no longer just between two people, but rather between the two people and each of their networks of hundreds of social media friends and followers. For years, we’ve heard that you need to practice safe sex because if you don’t, you’re essentially sleeping with everyone your current partner has slept with in the past. So does that mean that by posting intimate details of your relationship online, you’re essentially in an online relationship with every person you know and your partner knows?

The recent Euro RSCG Worldwide white paper “Love (and Sex) in the Age of Social Media” describes the Internet as “the most powerful erogenous zone the world has ever known.” For now, let’s just all be happy that Facebook contains firewalls to protect users from inappropriate content posted by friends…

Jarblum, Meredith. Love (and sex) in the age of facebook. http://eurorscgsocial.com/2011/02/18/love-and-sex-in-the-age-of-facebook/. 13/03/2011

Euro RSCG publishes study on iGeneration

Euro RSCG Social, published on its first global study about "iGeneration", youths aged 18 to 25 years old called digital natives, who live in a world dominated by technological advances. According the study, young people believe the world must change and social media will give them that power. 

What characterizes millenials is they realize they will profoundly affected by envirionment and envirionmental changes. It is they who have to live with population explosion of elderly. Thay´ll have to pay for the mistakes of previous generations.


The research examined the use of social media by both generations as a means of connection, entertainment and power. What divides them is not using the technology but the use of social media.


The study revealed a curiosity, the use of networks is to connect with people closer than people further away.


David Jones, global CEO of Havas Wordlwide and Euro RSCG Wordlwide, says the digital revolution has made the youth of today different from all others by having a volume of information and are indredible well-informed. 


"Through social media, youth have an unprecendented ability to influence and effect change. This generation is more socially responsible than ever, and have the power to make the global leaders to follow them”, says Jones, who is co-founder of OneYoung World – www.oneyoungwordl.com. This is a platform for exchange of information at young audiences and connect to social media ald hold. The ideia is to promote and strengthen discussions on global issues and encourage youth to organize themselves into specific movements and tranformers. 


People through social media, will be the agents of change – more powerful than the corporations, politicians and consumption. The Millenials are the first generation after the Baby Boomers to be defined by as a mass market phenomenon: social media. For Millenials, social media fulfill this role of interaction, communication, learning, information, assembly, mobilization and entertainment.


The trends en the world of Millenials
The Social EuroRSCG drew from the study, some trends:

·         Acting globally – social media allow greater power to act and to know what happens around the world made them more realistic.

·         Social media involves more strongly than the reality – social media allows an unlimited interaction with friends, family and strangers. The tools of social media to meet some human needs: connection, conversation and sense of community.

·         MyCasting – Millenials are creating news, conversations and stories intuitively and organically. Today´s youth are active participants in the news, rather than passive listeners.

Penteado, Claudio. Euro RSCG publishes study on iGeneration. http://eurorscgsocial.com/millennials-and-social-media/. 13/03/2010

Study shows social media are complementary to traditional

Study by JWT to what extend social media affetc the generation of news, the study "Truths, Lies & Social Media", analysed 7418 subjetcs from traditional platforms.

After comparing reports from Veja, Época and Jornal Nacional to the issues most talked about on Twitter, Facebook and Google Trends,  we reached the conclusion that social media are operated within the guidelines of behavior and technology, and do not directly affect the media traditional because there is no critical mass in the country, believes Ken Fujioka, head of planning at JWT.

The study was presented at Social Media Week in São Paulo.

Malozzi, Maria Fernanda. Study shows social media are complementary to traditional. http://www.propmark.com.br/publique/cgi/cgilua.exe/sys/start.htm?infoid=62767&sid=7. 12/03/2010

Young people are dependent on mobile phone

Forget something it´s normal, but mobile is like a clothing. This dependence is the same worldwide, according Nielsen survey conducted in December 2010 in Brasil, Rússia, Índia, China, Vietnã, Alemanha, Estados Unidos, Reino Unido, Espanha e Itália. For example, China, 73% of people aged between 15 e 24 reported using the internet through mobile phone. In secong place were United States (48%) and United Kingdom (46%).   China leads among countries with more people who downloaded ring tones and used instant messaging services. Saudi Arabia ranked first among those who downloaded wallpapers. United States and Saudi Arabia tied for downloading games, while the U.S. is the champion among the most e-mailed by phone.

When it comes to sending SMS, women earn on the planet. Only Saudi Arabia, China and Índia, men send more SMS. In Russia, men and women were tied.

Regarding the multimedia messaging (MMS), in Brazil, men are 51% of the total, whilewomen 49%. Again, Saudi Arabia, China, India and Russia were also among thecountries in which men send more MMS. In Spain, men and women were tied.

In most countries studied, smartphones is mostly used by men, with notable exception, the U.S. 55% of users, from 15 to 24 years, belongs to female population in general, the use represents 55% of males.

Young European surveyed, 28% use smartphone. Adults over 25 years, totaling 27% in Europe. In this universe, the italian, from 15 to 24 years, are the most like the unit , totaling 47%. The adults of the same country totals 31%.

When it comes to buying cell phones, the price weighs on the decision of the majority ofrespondents, both young and adults. The exception in this regard, occurred only with theyoung Russians, 21% of them choose the unit because of design. For Brazilians, about14%, style and design are the most important factors when buying, compared to 7% ofadults in the United States.

As for the payment of your cell phone bill, the research shows that pre-payment is a service often used by young people.

First is Russia with 98% in second India with 97% in third with 90% in Brazil and finallythe Americans, who prefer to pay only 24% before using the service.

Teenagers begin to pay their own account. Of the 20 to 24 years, the Russians are ranked first with 88% following is Germany with 84%, and appears in third position with82% in Brazil, while Italy has the lowest rate, 21% of young paying their own way.

Silvestrini, Adriana. Young people are dependent on mobile phone. http://www.propmark.com.br/publique/. 10/12/2011.

Child understand advertising

Watch to television, talk to friends by MSN and send scraps by Orkut - everything at the same time. This situation typify child and teens called "multitask", those who use tools and execute more than one activity at the same time.


At the new edition Kid Experts research, Cartoon Network in Brazil confirms the close relationship between children and technology. Besides that, children know the role of ad is presents the product more attractive to sell it.


"They´re observant and curious. They seek to know what´s behind the advertisng, do not believe everything they see and know how to argue." said Pablo Verdin, vp search of Turner América Latina.


The survey of mothers of boys and girls between 9 and 11 years showed that they did not believe the media has a role in influencing children to want certain products, andsaid they were against the ban on advertising to children. "They see advertising assomething that can help because it stimulates and limits to show the value of money.The TV is a window to the outside world "Verdin said. The study also shows thatmothers believe that children are more influenced by friends.


Also showed that most elements are noteworthy in advertising as the presence ofchildren, characters, celebrities, entertainment, humor and presence of the product.Among boys, action and special effects are quite relevant.


Other observations such as exposure time, boundary between reality and fantasy,conscious of the actual size of the products and elements that do not improve theadvertising they see as neglect.

Marsola, Cristiane. Child understand advertising. Propmark Newspaper, São Paulo, year 46, n° 2317, pg. 23, 06/09/2010.