Project Cisco Meraki
Brief: Create a visually exciting 4-8 seconds announcement of a software free update to be on Cisco's TikTok account. Targeting Gen Z TikTok users.
Research: As Markers, it's our job to define different generational gaps. Gen Z: What do we buy, where do we buy it? Who are they? Digital Pioneer vs. Digital Natives
Baby Boomers 46's-64's
Gen X - 65's- 79's
Millennials - 90's-94's
Gen Zers - 95's-2012's
Gen X - Present
Think beyond birth years. Value experience and historical events Events including conditions "What makes them tick?" Entertainment & media Parents (Gen x) Self-esteem movement Whats shapes each generation? Previous cultures raised me. Gen Z= new technology savvy Digital pioneer vs. natives who is using it? Why? How is it better? Baby boom: ALL CAPS! (grabs attention) Gen z; Emojis (symbols) - text and playful, new languages Room for interpretations Shopping - online or instore Create a memorable experience. -Cohesive Integrates phones
Gen Z; stand out
Hyper customized product
Spend money on experiences
Unique exp. Different platforms for different things. End of celebrity endorsements Limit Influencers media Align with our brand. Focus on features: extraordinary. Price matters Overall price comparisons Savvy shoppers Sharing --- carbon footprint Shift, Shared ECON, Efficient, econ, convenient ?? Meanings-make a difference Quality! (universal) FOMO; FEAR OF MISSING OUT?! Short attention span, 8 sec VS 10 sec Information beamed faster Processing Small exciting doses Side hustle View as professional DIY Generation Share news, awards. Winning - collaborating with winners, Wants to be part of testing and process. Storyboard and Animatics
Screen One: Image of a young Gen Z gal, checking her TikTok discovery page as she passes a message from Cisco. Message: Hey! We have a new update, then the logo of Cisco Meraki fades into the foreground. Last 1 sec.
Screen Two: Pans into another Gen Z TikTok user, but this time. The spotlight is on Cisco's new updated features. Highlighting the faster bandwidth and now offering live remote streaming through the software; Meraki.
Screen Three: The hook, or call to action: It's Free! using emojis to express excitement and joy.
Screen Four: Another Gen Z user, this time a guy is getting to see the new features being offered.
Screen Five: The brand's logo fades into the screen to a sure product reminder.
*Popular on TikTok