Provocative co-branding targets Gen Z communication, culture, values and behaviors. If we are empathetic and want to pick up our target group, this article is essential for you.
Frank Keuper, C-level coach with her Coaching Institute and Managing Partner TRANSTECHTURE
Provocative co-branding: Gen Z advertising perception
Advertising must be perceived positively by Generation Z and have a corresponding effect. According to Kantar Millward Brown, she has nine points to consider.
1. unobtrusiveness
2. Social media first
3. Music and film to underscore the flow of communication
4. Short communication message
5. Creative Communication
6. Mobile first
7. High-speed emotionalization
8. High quality design and outstanding aesthetics
9. Local campaign character
The importance of these nine aspects can also be interpreted very well as a requirement for a Generation Z-oriented, provocative co-branding partnership. It turns out that in the context of provocative brand or advertising cooperations, e.g. B. with the genre "German rap", i.e. with artists who stage German-speaking rap, these nine preferences of Generation Z can be met almost perfectly. Also read our article about damage to image.
Provocative co-branding: brand communication
We are all 24 hours a day, 7 days a week, 52 weeks a year. So confronted around the clock with brand communication and advertising from different companies on all conceivable communication channels. From the consumers' point of view, against the background of the largely interchangeable communication, the choice becomes agony. It is therefore becoming increasingly difficult to attract the attention of consumers and arouse their interest. Accordingly, brands have to come up with something to stand out, stand out and differentiate themselves.
Some companies, such as B. "True Fruits" or "The Female Company", which primarily have their sights set on a younger target group, rely on bold, provocative co-branding with the aim of creating emotions through communicative friction and emotionally charging the brand or product. Do you want more practice? hybrid models experience?
Creative and inspiring co-branding, e.g. B. with a provocative artist, attracts a high level of attention and can have a strong impact on brand image.
No. 5: "Creative communication is important!
The brand perception is changed, the positive attitude towards the brand is strengthened, brand loyalty is increased and sales figures are increased. Provocative co-branding strategies can thus win everything, but also lose a lot. Due to the influence of digital media, it is crucial to focus on content management and content supply as part of brand building in order to address target group-specific content to the target group-specific touchpoints.
Provocative co-branding pure
If a company has the target group Generation Z (and Y) in the current or perspective focus of the consideration in terms of brand strategy, e.g. B. a co-branding with the Genre German rap be quite attractive because 75% of Gen Z (and 60% of Gen Y) like the genre.
#9: "Local Campaign Character" Matters!
A product placement in one rap video can thus open the door to one of these target groups.
No. 3: "Music and film to accompany the flow of communication" are important!
A challenge for co-branding with a rapper could - however - lie in the lyrics and the habitus of the genre. These are not always mainstream!
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"You're a cleaning rag, like old towels. Your mom wants to be banged? Swam over it!"(SpongeBozz, 2013, qualification)
Thanks to this exemplary text passage, the challenges that can accompany a provocative co-branding partnership with the genre "German rap" are made clear. Are the texts and realities of rap consistent with the views of the central target groups Generation Z and with the brand values of the potential co-branding partner?
PRovocative co-branding – target group Generation Z
If, for example, Generation Z (post-millennials or centennials) is considered as a cohort whose people were born between 1995 and 2010, around 11,32 million people belong to this generation. Of course, Generation Z is not a conforming or homogeneous group. Its members also grew up differently, have diverse expectations and unequal access to technologies. Nevertheless, the digital world is the defining factor of Generation Z. As digital natives, their communication behavior differs fundamentally from that of other generations.
3,7h every day users of Generation Z in front of her smartphone.
No. 6: "Mobile First" is important!
Precisely because communication with the peer group takes place mainly via audiovisual platforms such as Instagram or YouTube.
No. 2: "Social Media First" is important!
Due to the affinity for new technologies and the use of social media, there is an increased consumption of information - and an early recognition of global trends. a strong pronounced awareness for global warming and pollution of the oceans by plastic packaging results in a high demand for sustainable products.
Of course, members of Generation Z want to be perceived as innovators in products and trends, because for them this is an expression of personal success. Family is particularly important to Generation Z, closely followed by health and self-realization. Furthermore, gender equality and diversity are considered essential values viewed and their acceptance demanded.
No. 10a - latest provocative co-branding: "consider z-scores" is important - ... actually!
As you might imagine, self-actualization, group membership, and personal success played a large part in the creation of hip hop. Hip-hop, and with it rap as a weapon in the hip-hop battle, originated in the 1970s in the Bronx, New York, with rap being one of four weapons in street gang creative struggles.
"For you, he, she, it means: the S has to go with it. For me, he, she, it means threesome sex.” (KC Rebell, 2013, Kanax in Paris)
Gangster rappers as co-branding partners
Since around 75% of Generation Z like the genre "German rap", a Brand placements in rap passages both rejuvenate the image of the advertising brand and strongly emotionalize the brand.
No. 4: "Short communication message" is important!
However, there is also a risk of brand dilution over time - if the artist opens up more to other brands - which can happen very quickly due to the exponentially increasing commercialization of the genre and the low controllability of the protagonists.
Especially since Deutschrap grows, grows and grows. This is shown by the very high and extremely positively developing streaming numbers (currently number 2 of the genres with the highest turnover). In order to reach a young target group, the verbal naming of a brand in rap passages or the visual positioning of the brand in videos as a product or brand placement just as interesting for companies as sponsoring hip-hop festivals or celebrity endorsements.
No. 7: "High-speed emotionalization" is important!
"Look at me, I'm Nike Air, Prada and a little Adidas, you're Aldi, Kodi and a little charity." (Fard, 2013, fire over Germany 2)
Whereas the commercial before the rapper's "Zart" video Nimo drew attention to the co-branding partnership with the Milka chocolate brand. Havanna Club, on the other hand, advertises its limited editions Nura and Kelvin Colt. Also read our article about Stress.
Provocative co-branding is a marketing strategy in which two or more brands work together and deliberately deliver a controversial or polarizing message to attract attention and reinforce brand image. The impact on brand image can be both positive and negative. A successful provocative co-branding campaign can have a positive impact on the image of the brands involved and lead to an increase in brand awareness and sales. However, there is also a risk that potential customers may be put off by the controversy or find the campaign inappropriate, which can negatively impact brand image.
There are many examples of companies that have successfully implemented provocative co-branding. A well-known example is the collaboration between Nike and Apple, which resulted in the development of Nike+iPod Sport Kits. Another successful cooperation was the “Got Milk?” campaign of the California Milk Processor Board and the American Dairy Association. She conveyed the idea that milk is the perfect thirst quencher when you're running low on milk. The campaign was so successful that it became a cultural phenomenon. The successful implementation of a provocative co-branding campaign requires a deep understanding of the target group, brand identity and corporate values.
Companies should be careful when implementing provocative co-branding and carry out a thorough target group analysis. It is important that the controversial message is consistent with the company's brand values and identity, and that any potential negative impact on brand image is carefully considered. Clear communication of the message and a transparent presentation of the cooperation can help ensure that the campaign is perceived positively. Businesses should also pay attention to customer and stakeholder feedback and, if necessary, respond quickly and effectively to negative reactions in order to protect brand image.
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