[Applause] I’ve got a good news my mom is in love
I’ve got a good news my mom is in love
I’ve got a good news my mom is in love do you know how I know that because my
do you know how I know that because my
do you know how I know that because my son told me that she’s updated of status
son told me that she’s updated of status
son told me that she’s updated of status on Facebook
on Facebook
on Facebook yes that is sad but that’s happiness
yes that is sad but that’s happiness
yes that is sad but that’s happiness this is the happy generation they have
this is the happy generation they have
this is the happy generation they have time to fall in love they have time to
time to fall in love they have time to
time to fall in love they have time to be on Facebook however marketeers
be on Facebook however marketeers
be on Facebook however marketeers nowadays tend not to grasp this
nowadays tend not to grasp this
nowadays tend not to grasp this happiness and what they’re doing is
happiness and what they’re doing is
happiness and what they’re doing is actually thinking that happiness belongs
actually thinking that happiness belongs
actually thinking that happiness belongs to other targets which is a term they
to other targets which is a term they
to other targets which is a term they use they even use to describe this
use they even use to describe this
use they even use to describe this target a birth word called a persona and
target a birth word called a persona and
target a birth word called a persona and a person is a description of who they
a person is a description of who they
a person is a description of who they think can best encapsulate their brand
think can best encapsulate their brand
think can best encapsulate their brand so meet Johnny happy
so meet Johnny happy
so meet Johnny happy Johnny happy is an amazing man he’s a
Johnny happy is an amazing man he’s a
Johnny happy is an amazing man he’s a very strong wishful thinking Johnny
very strong wishful thinking Johnny
very strong wishful thinking Johnny happy he is in the mid 30s has a
happy he is in the mid 30s has a
happy he is in the mid 30s has a beautiful wife beautiful kids has an
beautiful wife beautiful kids has an
beautiful wife beautiful kids has an amazing works in which he fulfills
amazing works in which he fulfills
amazing works in which he fulfills himself with such a passion it’s organic
himself with such a passion it’s organic
himself with such a passion it’s organic you know he’s investing a lot of time in
you know he’s investing a lot of time in
you know he’s investing a lot of time in his work but still believe that
his work but still believe that
his work but still believe that friendship is a strong value in which he
friendship is a strong value in which he
friendship is a strong value in which he also needs to invest time as much as
also needs to invest time as much as
also needs to invest time as much as ecology actually you find one like that
ecology actually you find one like that
ecology actually you find one like that marry him
marry him
marry him if you’re if you’re a man
if you’re if you’re a man
if you’re if you’re a man you might sell him afterwards you don’t
you might sell him afterwards you don’t
you might sell him afterwards you don’t know it might be useful this guy like
know it might be useful this guy like
know it might be useful this guy like this is probably the only person on
this is probably the only person on
this is probably the only person on earth being like that so yes as a
earth being like that so yes as a
earth being like that so yes as a marketeer it looks good as a market here
marketeer it looks good as a market here
marketeer it looks good as a market here I see it as happy Johnny Oh Johnny happy
I see it as happy Johnny Oh Johnny happy
I see it as happy Johnny Oh Johnny happy depending on which country you’re from
depending on which country you’re from
depending on which country you’re from but actually let me tell you a secret
but actually let me tell you a secret
but actually let me tell you a secret johnny is not happy johnny has a
johnny is not happy johnny has a
johnny is not happy johnny has a mortgage he can’t afford johnny has a
mortgage he can’t afford johnny has a
mortgage he can’t afford johnny has a very hectic family with wife and kids
very hectic family with wife and kids
very hectic family with wife and kids and johnny is struggling so if you’ve
and johnny is struggling so if you’ve
and johnny is struggling so if you’ve met Johnny actually his to-do list looks
met Johnny actually his to-do list looks
met Johnny actually his to-do list looks like this hen journey is far from being
like this hen journey is far from being
like this hen journey is far from being happy Johnny’s in burnout but as a
happy Johnny’s in burnout but as a
happy Johnny’s in burnout but as a market here I don’t want to listen to
market here I don’t want to listen to
market here I don’t want to listen to this
this
this I like Johnny because he looks good he
I like Johnny because he looks good he
I like Johnny because he looks good he looks very good but I can tell you
looks very good but I can tell you
looks very good but I can tell you Johnny he’s not part of the happy
Johnny he’s not part of the happy
Johnny he’s not part of the happy generation so who’s the happy generation
generation so who’s the happy generation
generation so who’s the happy generation that’s the question we here to answer
that’s the question we here to answer
that’s the question we here to answer tonight and I will tell you who’s really
tonight and I will tell you who’s really
tonight and I will tell you who’s really happy but to do so let me show you this
happy but to do so let me show you this
happy but to do so let me show you this this is the happy generation however
this is the happy generation however
this is the happy generation however when marketeers tend to picture the
when marketeers tend to picture the
when marketeers tend to picture the happy generation people below or be
happy generation people below or be
happy generation people below or be above 50 or about 55 above 60 they tend
above 50 or about 55 above 60 they tend
above 50 or about 55 above 60 they tend to picture them like this have you seen
to picture them like this have you seen
to picture them like this have you seen your parents or grandparents looking
your parents or grandparents looking
your parents or grandparents looking like this I mean you come home and you
like this I mean you come home and you
like this I mean you come home and you see them jumping in the garden like this
see them jumping in the garden like this
see them jumping in the garden like this I can tell you if it happens to me I’ll
I can tell you if it happens to me I’ll
I can tell you if it happens to me I’ll run I’ll probably do a paternity test
run I’ll probably do a paternity test
run I’ll probably do a paternity test because somehow something’s wrong you
because somehow something’s wrong you
because somehow something’s wrong you know genetically talking at be worried
know genetically talking at be worried
know genetically talking at be worried no this is not the reality
no this is not the reality
no this is not the reality so when marketeers are not picturing
so when marketeers are not picturing
so when marketeers are not picturing them like this let’s start picturing
them like this let’s start picturing
them like this let’s start picturing them like that
them like that
them like that which is somehow insulting they believe
which is somehow insulting they believe
which is somehow insulting they believe they’re not cool they will mock them
they’re not cool they will mock them
they’re not cool they will mock them they will make them feel that they are
they will make them feel that they are
they will make them feel that they are not part of the world anymore and the
not part of the world anymore and the
not part of the world anymore and the ones actually thinking that they will do
ones actually thinking that they will do
ones actually thinking that they will do a strong job towards
a strong job towards
a strong job towards seniors that’s what they do they do a
seniors that’s what they do they do a
seniors that’s what they do they do a very serious advertising so basically
very serious advertising so basically
very serious advertising so basically either you are being talked to in a way
either you are being talked to in a way
either you are being talked to in a way which is totally unrealistic or as a
which is totally unrealistic or as a
which is totally unrealistic or as a senior you are being talked to in a very
senior you are being talked to in a very
senior you are being talked to in a very rude way or you are talked to when you
rude way or you are talked to when you
rude way or you are talked to when you have a disorder and when you look at the
have a disorder and when you look at the
have a disorder and when you look at the age it seems that anytime we are talking
age it seems that anytime we are talking
age it seems that anytime we are talking about somebody senior apparently there
about somebody senior apparently there
about somebody senior apparently there is an earring problem or heat problem or
is an earring problem or heat problem or
is an earring problem or heat problem or whatever this is not the case this is
whatever this is not the case this is
whatever this is not the case this is really not the case let me tell you
really not the case let me tell you
really not the case let me tell you another secret this is my friend gorg
another secret this is my friend gorg
another secret this is my friend gorg since go was in his cave and realized
since go was in his cave and realized
since go was in his cave and realized that life was tough because his wife had
that life was tough because his wife had
that life was tough because his wife had been eaten by a dinosaur
been eaten by a dinosaur
been eaten by a dinosaur goke started to realize that he had to
goke started to realize that he had to
goke started to realize that he had to fight so he’s been fighting for freedom
fight so he’s been fighting for freedom
fight so he’s been fighting for freedom he’s been fighting for fire for security
he’s been fighting for fire for security
he’s been fighting for fire for security safety and since that man all
safety and since that man all
safety and since that man all generations up to the happy generation
generations up to the happy generation
generations up to the happy generation has been fighting for freedom
has been fighting for freedom
has been fighting for freedom intellectual freedom financial freedom
intellectual freedom financial freedom
intellectual freedom financial freedom any kind of freedom you can imagine and
any kind of freedom you can imagine and
any kind of freedom you can imagine and some I won’t name here the problem is we
some I won’t name here the problem is we
some I won’t name here the problem is we start going back down I just an example
start going back down I just an example
start going back down I just an example they invented the miniskirt hey that’s a
they invented the miniskirt hey that’s a
they invented the miniskirt hey that’s a great generation but we the younger
great generation but we the younger
great generation but we the younger generation when I work in companies what
generation when I work in companies what
generation when I work in companies what I hear is burnout I’m not hearing
I hear is burnout I’m not hearing
I hear is burnout I’m not hearing happiness in companies very few
happiness in companies very few
happiness in companies very few companies might want to install that
companies might want to install that
companies might want to install that when the majority of companies people
when the majority of companies people
when the majority of companies people are struggling and now I will give you
are struggling and now I will give you
are struggling and now I will give you another secret on market ears because
another secret on market ears because
another secret on market ears because market ears are not good at math very
market ears are not good at math very
market ears are not good at math very bad at math it’s a simple equation
bad at math it’s a simple equation
bad at math it’s a simple equation people about 50 in Europe represents 70%
people about 50 in Europe represents 70%
people about 50 in Europe represents 70% of the financial resources that’s nice
of the financial resources that’s nice
of the financial resources that’s nice yes however the represent 10% of the
yes however the represent 10% of the
yes however the represent 10% of the marketing investment so as a market here
marketing investment so as a market here
marketing investment so as a market here I will spend if you do the math 90% of
I will spend if you do the math 90% of
I will spend if you do the math 90% of on only 30% of the population so why as
on only 30% of the population so why as
on only 30% of the population so why as a market here am I refusing to talk to
a market here am I refusing to talk to
a market here am I refusing to talk to seniors am I
seniors am I
seniors am I right we through they’re not cool and
right we through they’re not cool and
right we through they’re not cool and not very cool senior people my god can
not very cool senior people my god can
not very cool senior people my god can you imagine that they’re not my age how
you imagine that they’re not my age how
you imagine that they’re not my age how could I find them cool but let me tell
could I find them cool but let me tell
could I find them cool but let me tell you another secret this is the coolest
you another secret this is the coolest
you another secret this is the coolest generation since the dinosaurs
generation since the dinosaurs
generation since the dinosaurs they’ve been dancing naked at Woodstock
they’ve been dancing naked at Woodstock
they’ve been dancing naked at Woodstock they’ve been launching the Rolling
they’ve been launching the Rolling
they’ve been launching the Rolling Stones The Beatles the Pele I mean they
Stones The Beatles the Pele I mean they
Stones The Beatles the Pele I mean they had a life in the 70s you would survive
had a life in the 70s you would survive
had a life in the 70s you would survive 10 minutes of this diet and we think we
10 minutes of this diet and we think we
10 minutes of this diet and we think we are cool we’re not they were very cool I
are cool we’re not they were very cool I
are cool we’re not they were very cool I speak to marketeers and they tell me hey
speak to marketeers and they tell me hey
speak to marketeers and they tell me hey yeah but they’re not into brands they
yeah but they’re not into brands they
yeah but they’re not into brands they buy private labels why do they buy
buy private labels why do they buy
buy private labels why do they buy private labels because they have no
private labels because they have no
private labels because they have no money and they’re walking like this and
money and they’re walking like this and
money and they’re walking like this and private labels probably they are the
private labels probably they are the
private labels probably they are the bottom shelf yes they did not help
bottom shelf yes they did not help
bottom shelf yes they did not help building brands at all all those brands
building brands at all all those brands
building brands at all all those brands are very new on the market and fairly
are very new on the market and fairly
are very new on the market and fairly new brands that actually only the young
new brands that actually only the young
new brands that actually only the young generation is helping developing now
generation is helping developing now
generation is helping developing now they’re really into brands so what’s the
they’re really into brands so what’s the
they’re really into brands so what’s the reason behind I will give you some
reason behind I will give you some
reason behind I will give you some figures the average age of buying a
figures the average age of buying a
figures the average age of buying a harley-davidson in Europe is 59 the
harley-davidson in Europe is 59 the
harley-davidson in Europe is 59 the average age of buying an Audi TT is 61
average age of buying an Audi TT is 61
average age of buying an Audi TT is 61 yes they own 80% of the luxury cars
yes they own 80% of the luxury cars
yes they own 80% of the luxury cars Johnny happy is driving a Twingo
so how on earth and not even a hybrid
so how on earth and not even a hybrid one so we need to look at those people
one so we need to look at those people
one so we need to look at those people in a different way I saw that in France
in a different way I saw that in France
in a different way I saw that in France the other day I will translate it for
the other day I will translate it for
the other day I will translate it for you it says a young individual old
you it says a young individual old
you it says a young individual old enough to be talked to normally I will
enough to be talked to normally I will
enough to be talked to normally I will turn it in a different way I will say
turn it in a different way I will say
turn it in a different way I will say old individual young enough to be talked
old individual young enough to be talked
old individual young enough to be talked to normally have you never seen how
to normally have you never seen how
to normally have you never seen how funny it is that when people talk to
funny it is that when people talk to
funny it is that when people talk to other people who are not their age they
other people who are not their age they
other people who are not their age they tend to adapt their language they speak
tend to adapt their language they speak
tend to adapt their language they speak to kids like this hello hello ie today
to kids like this hello hello ie today
to kids like this hello hello ie today and comes to granny and they’ll do the
and comes to granny and they’ll do the
and comes to granny and they’ll do the same hello granny you’re right and they
same hello granny you’re right and they
same hello granny you’re right and they will even yell because this is probably
will even yell because this is probably
will even yell because this is probably deaf and and you realize that why when I
deaf and and you realize that why when I
deaf and and you realize that why when I speak to somebody who’s not my age I
speak to somebody who’s not my age I
speak to somebody who’s not my age I start mocking or I start adapting kids
start mocking or I start adapting kids
start mocking or I start adapting kids or people about 50 are not stupid they
or people about 50 are not stupid they
or people about 50 are not stupid they speak the same language so we adapt
speak the same language so we adapt
speak the same language so we adapt because we start judging this is why
because we start judging this is why
because we start judging this is why today in marketing senior people they
today in marketing senior people they
today in marketing senior people they love advertising they love it they do
love advertising they love it they do
love advertising they love it they do love it apart from the advertising which
love it apart from the advertising which
love it apart from the advertising which is designed for them look at them I
is designed for them look at them I
is designed for them look at them I counted the teeth they have probably two
counted the teeth they have probably two
counted the teeth they have probably two times more teeth in their mouth than I
times more teeth in their mouth than I
times more teeth in their mouth than I have and they already dressed in white
have and they already dressed in white
have and they already dressed in white so market is probably already on the way
so market is probably already on the way
so market is probably already on the way to heaven yep that’s it yes advertising
to heaven yep that’s it yes advertising
to heaven yep that’s it yes advertising agencies have been forced to make that
agencies have been forced to make that
agencies have been forced to make that ad make an ad for seniors now yes dress
ad make an ad for seniors now yes dress
ad make an ad for seniors now yes dress them in white that’s it they’re already
them in white that’s it they’re already
them in white that’s it they’re already on the door oh come on let’s get serious
on the door oh come on let’s get serious
on the door oh come on let’s get serious or they do something like this yes
or they do something like this yes
or they do something like this yes because when you above 55 60 you
because when you above 55 60 you
because when you above 55 60 you definitely need a lift to climb the
definitely need a lift to climb the
definitely need a lift to climb the stairs how insulting this is not because
stairs how insulting this is not because
stairs how insulting this is not because you do marketing towards somebody who’s
you do marketing towards somebody who’s
you do marketing towards somebody who’s not your age that you have to mock that
not your age that you have to mock that
not your age that you have to mock that person and of something which is very
person and of something which is very
person and of something which is very important to bear in mind is that this
important to bear in mind is that this
important to bear in mind is that this person here let’s call you Francis
person here let’s call you Francis
person here let’s call you Francis Francis doesn’t see himself like this do
Francis doesn’t see himself like this do
Francis doesn’t see himself like this do you know how he sees himself that’s the
you know how he sees himself that’s the
you know how he sees himself that’s the way Francis sees himself and that’s the
way Francis sees himself and that’s the
way Francis sees himself and that’s the way he feels
way he feels
way he feels we never age we never age you know in
we never age we never age you know in
we never age we never age you know in our mind there is not something where
our mind there is not something where
our mind there is not something where you wake up in the morning is like oh
you wake up in the morning is like oh
you wake up in the morning is like oh I’m 40 oh I’m 50 damn I’m 60 and that’s
I’m 40 oh I’m 50 damn I’m 60 and that’s
I’m 40 oh I’m 50 damn I’m 60 and that’s it and all of a sudden something
it and all of a sudden something
it and all of a sudden something different in your way of thinking
different in your way of thinking
different in your way of thinking happens no no you still the same you
happens no no you still the same you
happens no no you still the same you still danced naked at Woodstock no
still danced naked at Woodstock no
still danced naked at Woodstock no matter your age and that’s what he
matter your age and that’s what he
matter your age and that’s what he remembers the problem with Francis is
remembers the problem with Francis is
remembers the problem with Francis is that he sees his friend Peter looking
that he sees his friend Peter looking
that he sees his friend Peter looking like this yes he’s got a different
like this yes he’s got a different
like this yes he’s got a different perception he was a Peter hore he looks
perception he was a Peter hore he looks
perception he was a Peter hore he looks oh look at all these means become yeah
oh look at all these means become yeah
oh look at all these means become yeah so can you imagine an advertising agency
so can you imagine an advertising agency
so can you imagine an advertising agency or marketing department looking a bit
or marketing department looking a bit
or marketing department looking a bit more like this you know like hey we’re
more like this you know like hey we’re
more like this you know like hey we’re having fun they look at Francis and
having fun they look at Francis and
having fun they look at Francis and Peter probably like this I had that
Peter probably like this I had that
Peter probably like this I had that experience you know yes we’ll do an ad
experience you know yes we’ll do an ad
experience you know yes we’ll do an ad on seniors what so this is complicated
on seniors what so this is complicated
on seniors what so this is complicated people do not see themselves the way
people do not see themselves the way
people do not see themselves the way they are and this is something which is
they are and this is something which is
they are and this is something which is very strong it’s called empathy and
very strong it’s called empathy and
very strong it’s called empathy and empathy is about looking other people
empathy is about looking other people
empathy is about looking other people not through your eyes and your judgement
not through your eyes and your judgement
not through your eyes and your judgement it’s about looking to other people
it’s about looking to other people
it’s about looking to other people through their eyes and trying to
through their eyes and trying to
through their eyes and trying to understand how they feel about this
understand how they feel about this
understand how they feel about this first of all seniors do not exist
first of all seniors do not exist
first of all seniors do not exist they’re the same age would you talk to
they’re the same age would you talk to
they’re the same age would you talk to them in the same way to which one would
them in the same way to which one would
them in the same way to which one would you go hello granny know that none of
you go hello granny know that none of
you go hello granny know that none of them none of them so there is no senior
them none of them so there is no senior
them none of them so there is no senior we are all the senior of somebody else
we are all the senior of somebody else
we are all the senior of somebody else age is a virtual thing and this is why I
age is a virtual thing and this is why I
age is a virtual thing and this is why I call it a non-judgmental if you want to
call it a non-judgmental if you want to
call it a non-judgmental if you want to do great marketing it’s about not
do great marketing it’s about not
do great marketing it’s about not judging others and marketing applies in
judging others and marketing applies in
judging others and marketing applies in your daily life this is about looking at
your daily life this is about looking at
your daily life this is about looking at other people through their own eyes
other people through their own eyes
other people through their own eyes because if you would look through the
because if you would look through the
because if you would look through the eyes of somebody 50 plus 60 plus 70 Plus
eyes of somebody 50 plus 60 plus 70 Plus
eyes of somebody 50 plus 60 plus 70 Plus this is what you would see
this is what you would see
this is what you would see this is what you would feel but this is
this is what you would feel but this is
this is what you would feel but this is important so let me ask you something
important so let me ask you something
important so let me ask you something how do you look at your parents or your
how do you look at your parents or your
how do you look at your parents or your grandparents your grandpa your grandma
grandparents your grandpa your grandma
grandparents your grandpa your grandma how do you think she or he feels when
how do you think she or he feels when
how do you think she or he feels when seeing his or her reflection in your
seeing his or her reflection in your
seeing his or her reflection in your eyes
eyes
eyes so let me finish with this how would you
so let me finish with this how would you
so let me finish with this how would you like to be looked at thank
like to be looked at thank
like to be looked at thank [Applause]
[Applause]
[Applause] you
”
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