We Tell Generation Z That America is Closer Than They Think in a Way They Can Relate

The Brief

Integral is one of the pioneering agencies for Work and Travel to the USA based in Bulgaria. They were looking for the right tone of voice. One that would vibe well with young people. The beginning of the new school year at university meant that Integral had to launch a new campaign for attracting students to go on W&T in the USA.

The service they offer has remained the same but you know it happens that the people change. The whole generation changed. Generation Z does not respond to traditional methods of advertisement. This opens a window of opportunity to explore new ways to reach these young folks.

Insight and Idea

We delved into what it means to be Generation Z. People from this generation are generally regarded as tech-savvy and social media-friendly. They tend to overlook physical advertising on the streets. Other relevant characteristics include that they enjoy traveling and are very pragmatic.

The perception is that the USA is very far away. In reality, it is just a 12h flight.

We created prints that show the cities where students could work and one of the potentially attractive places nearby — a car drive away. We were inspired by the Google Maps UX design. It is navigation that also has a real-life distance in kilometers. With this approach, we are confident in reaching the target audience because for them it feels intuitive. It is a familiar and even natural for Gen Z-aged students to have a smartphone in their hands.

So we bring the phone screen to the street and tell them in a straightforward manner: “Hey it is not that far away. You will see and experience stuff. Fun stuff”

Integral offers the opportunity to pick from around 800 workplace destinations throughout the USA.

It’s closer than you think

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creative director: angel iskrev
junior copywriter: tsvetoslav tsonev — tsuro
junior copywriter: petko kolarov
client service director: sava ahmakov
account manager: toni gradinarov
junior strategist: kristiyan stefanov
graphic designer: radoslav panev

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