Marketing to youth? Toss some hockey sticks around the room

Organic designs
Stephen Baker

Marketing to youth? Toss some hockey sticks around the room

Here's a room for you. Stretch out on the couch and imagine it's your room. Is that the scent of AXE deodorant? Oh, no, that's in the young man's room. This room belongs to a young woman named Jenny who just might be interested in buying a Jeep...

I just received this from the marketing agency Organic Inc. In their work for Daimler Chrysler they've built "persona" rooms for their target audience. And to put themselves in the mind of these customers, developers hang out in the rooms.

Here's what they offer:

Jenny’s Room: (Jeep Compass Target)
- Low lighting
- Yoga mat
- Elle Magazine
- Sex and in the City DVD playing
- Photos and candles for decoration

Roberto’s Room: (The New Dodge Charger Target)

- Crumpled up receipts
- iPod/Hard rock
- Xbox
- Room smells like “AXE” deodorant
- Open bag of chips
- Hockey sticks & old clothes tossed around room

Before it's here, it's on the Bloomberg Terminal.
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