MEET THE YAYAs™
NEW BUSINESS RECRUITMENT
MOJO AD is the specialist in all things young. An agency run for young people, by young people is our point of differentiation that makes us attractive to new business looking to gain younger consumers. But we needed to communicate that to potential clients in order to win new business.
The clients we wanted to target not only didn't know about young people, they hardly even knew any young people. That's why we created a campaign that brought the 18- to 24-year-old Youth and Young Adult market — and our expertise of it — to life. We chose to do this by personifying the 7 key insights from months of agency research about the 18-24 year old market.
Our annual State of the YAYA™ found seven key insights about the 18- to 24-year-old market. We brought each insight to life by turning it into a character.
Targeting industries we believe need our help reaching the YAYA™ demographic, we sent media kits to CMOs of national corporations. The media kit included a specially designed box, a letter, three 3D printed YAYA characters, a booklet, and a set of paints to say "let us help you paint the YAYAs™ in full color."
AGENCY: MOJO Ad
ROLE: Art Director
CW: Rosie Hutchison
GD: Kristy Larue
VID: Brad Nachtrieb
CD: Frank Corridori + Mark Swanson