MCI Spain & Portugal is redefining its marketing approach to capture the attention of Gen Z. This generation has grown up surrounded by digital technology, and their buying habits reflect this. They research products online, often relying on social media for recommendations.
The agency’s strategy combines digital marketing with face-to-face experiences. “We need to create real connections with Gen Z,” says Rudolf Rannegger, Deputy Managing Director at MCI Spain & Portugal. “It’s not just about grabbing their attention; it’s about building a lasting bond through memorable experiences.”
Gen Z’s Expectations
Gen Z values authenticity, immediacy, and brands that align with their principles. To meet these expectations, MCI is shifting its focus towards more dynamic content, collaborations with digital creators, and interactive formats on social media platforms like TikTok, Instagram, and Twitch. Influencer marketing has become a key tool, allowing brands to reach Gen Z through trusted voices.
Some key statistics highlight the importance of social media for Gen Z:
- 80% of Gen Z checks online reviews before making a purchase
- Social media influences their buying decisions
The Power of Face-to-Face Experiences
Despite their digital savvy, Gen Z appreciates in-person experiences. Live events, street activations, and immersive experiences offer a chance to connect emotionally with this audience. MCI is using innovative formats like pop-ups and street marketing to create memorable moments.
Rannegger notes, “Face-to-face experiences are crucial for genuine emotional connections. Brands that combine digital and in-person interactions will have a competitive edge.”
The challenge now is to integrate social media and in-person actions seamlessly. MCI is designing campaigns where digital marketing serves as a bridge to impactful physical experiences. By leveraging gamified experiences, QR codes, and viral challenges connected to AI, the agency is boosting participation and strengthening the bond between brands and Gen Z.