Producing Pitch Theatre

Challenge

Helping an advertising agency understand what living in the moment looks like for Millennials and Gen Z, to inspire an upcoming pitch for a leading credit card brand.

An advertising agency approached The Sound with an all too common challenge. They had a big pitch with a credit card brand in two weeks and needed compelling insight to support their proposed way forward. More specifically, they wanted to understand what ‘living in the moment’ looked like for Millennials and Gen Z, particularly in today’s current climate… where the world is seemingly falling apart. Not an easy feat but we were up for the challenge.

Approach

With such a fast turnaround, we went straight to work, issuing a pre-task with 6 Millennials and Gen Z, asking them to log experiences where they chose to ‘live in the moment’. Armed with this rich insight, we followed up with a series of 30 minute IDIs (yes 30 minutes!), where we dug deeper into their lives at moment, their perceptions of the world today, and what living in the moment truly looks and feels like. Oh, the stories we heard! Despite the little time with had with them, we were able to gain a intimate understanding of the underlying mechanics that drive these experiences…including what can get in the way.

Impact

With no time to even generate a report, we delivered a verbal debrief and summary document immediately after fieldwork, outlining key insights from the work, that were able to seamlessly integrate into their pitch.