The PILOT FriXion Clicker Pen, is a sustainable, refillable rollerball pen - 2022 Plumor-Novimex AG as general importer of PILOT was looking for a way to make the innovative pens known and to present them to the target group via a direct channel.

Through the cashyou bags, we can ensure exactly this in a targeted manner. 

Sandra Grunauer Hungerbühler, General Manager of Plumor-Novimex AG, explains: "In 2022, our target was to convince the "young adults" of our "FriXion for the grown-ups". The goal was clear, the path absolutely had to fit our products: haptic, direct and sustainable."

"With cashyou as our partner, we stayed true to the three principles: the cashyou bags and our product, the PILOT FriXion Clicker, are haptic, they are distributed and used directly to the students and apprentices at the beginning of the semester, and they are sustainable because they are refillable and reusable."

"Thanks to the distribution of the cashyou Bags throughout Switzerland, as the general agency for PILOT, we have reached over 20,000 young people with our PILOT FriXion Clicker, the erasable rollerball for adults!"

![IMG_2727.jpg](https://genext-strapi-storage.s3.eu-central-1.amazonaws.com/IMG_2727_ad586c2b04.jpg)

"With cashyou, we have found a young and dynamic partner that suits us. cashyou offers the ideal platform for bringing the right product to the right target group while addressing important aspects such as sustainability and transparency. Together with cashyou, the PILOT pens accompany the young generation throughout their entire training period in a sustainable way!" says Sandra Grunauer Hungerbühler.

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The PILOT FriXion Clicker Pen in the cashyou bag

This year in September was once again the big start of the new semester at Swiss colleges and universities. The cross-media start-of-semester campaign by cashyou was a complete success and was very well received again this year!

We have thus directly reached 280,000 contacts of the young target group. Wow!

How did we achieve this? Through our cross-media campaign. This is what we did:

- In-app activation of regional flash deals in the cashyou app.
- Flyerings with push to the regional offers directly on campus in cooperation with the local promoters and student bodies
- Offer communication via our cashyou micro-influencers
- Communication of national offers via large cashyou ambassadors/influencers
- Distribution of the cashyou bag with print directly to students on campus
- Cool TikTok videos, social media conversions and newsletter distribution to the cashyou community

![Design-ohne-Titel-3-1.png](https://genext-strapi-storage.s3.eu-central-1.amazonaws.com/Design_ohne_Titel_3_1_4bc2511578.png "Social media presence, in-app campaign, TikTok and flyering")

## This has paid off! We reached number 3 in the charts in the App Store.

![Fotos-blog-2-2.png](https://genext-strapi-storage.s3.eu-central-1.amazonaws.com/Fotos_blog_2_2_88db409875.png "App Store ranking and reviews")

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The start of the semester with cashyou – a success story!

## Cross Channel Promotion for Cider Clan

![BC9EE67B-3346-4E7D-A22B-45A3D2746EA7_1_105_c.jpeg](https://genext-strapi-storage.s3.eu-central-1.amazonaws.com/BC_9_EE_67_B_3346_4_E7_D_A22_B_45_A3_D2746_EA_7_1_105_c_d18f577555.jpeg "Nightlife Sampling an der HSLU")

We promoted our partner Möhl Cider Clan across various channels. We achieved direct presence with the target group through nightlife sampling at student parties, via two influencers, during BBQ week, in-app presence on the cashyou app and social media posts. Branding and awareness were the top priorities. As a benefit, students and young people could enjoy the taste of cider free of charge, as well as benefit from discounts and take part in competitions.

## Influencer activations
The cashyou Ambassadors Lobsang Tadhey and Lukas Weilenmann authentically staged Möhl Cider Clan on their Instagram channels in order to give their community a taste of the refreshing ciders.
The cashyou community won one „A cider a day for a year“ and one „Indiana SUP Family Pack“.

![Design-ohne-Titel-1536x864.jpg](https://genext-strapi-storage.s3.eu-central-1.amazonaws.com/Design_ohne_Titel_1536x864_96ab3c6b6b.jpg "The cashyou Ambassadors Lobsang Tadhey and Lukas Weilenmann for Cider Clan")

## ________________________________

## The history of the Cider Clan:
In 1950, the legendary high-trunk fruit tree felling campaigns were decided. The „conversion in fruit growing“ in the name of the Federal Alcohol Administration not only changed the entire Thurgau landscape.

The high trunk felling campaigns also brought together, among others, a group of independent cidermakers. Almost unnoticed, completely undisturbed and far away from all the publicity surrounding the felling operations, they founded an apple empire that was to flourish in the following years.

They called themselves the Cider Clan. At that time, only the closest circle knew who was actually behind it. That has not changed to this day. There is only one picture of the four founders, but they are hardly recognisable, and there is no proof that it’s actually them.

Today, there are still rumours on the grapevine: „In Switzerland, not a single apple leads past the Cider Clan!“



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Refreshment with Möhl Cider Clan

Around 976,000 adolescents and young adults were in education or training throughout Switzerland in 2021. Of these, 270,000 were studying. With the different bag versions of cashyou, GENEXT also skilfully reaches the desired target group offline with the samplings.

### **Young people develop new buying behaviour**
The bags are aimed at young people and students, who could not be more exciting as a target audience. They are developing new needs and buying habits and are particularly price-sensitive. Therefore, they can be optimally addressed with product samples and coupons.

The high-quality cotton cashyou bag is filled with products, gifts, coupons and competitions that are perfectly tailored to the target group. By handing it out in cooperation with official organisations, you reach the target group authentically through trusted people.

![Screenshot-2022-08-15-at-14.11.02-1024x776.png](https://genext-strapi-storage.s3.eu-central-1.amazonaws.com/Screenshot_2022_08_15_at_14_11_02_1024x776_1fec6096ab.png "Bags for the student organisations at the universities and universities of applied sciences")

### **One target group – four bag versions**
Between 2019 and 2021, we will inspire around 60,000 young athletes with our Sport Bags via university sports associations and SwissOlympic clubs with a wide range of products tailored to this young target group. It is not only the athletes who benefit. Brands that sample products can also benefit from a sustainable increase in customers. For example, Ovomaltine, which has been promoting its high-protein drink with the Sport Bags for the last three years.

### **Unique advertising**
GENEXT also reaches around 80,000 students at Swiss universities of applied sciences and universities at the start of each semester with the WG-Bag. Tailored to the needs of the students, with products that they can use in everyday life or in their shared flat.

Since 2021, GENEXT has also offered a driver bag and a student bag. A circulation of 40,000 bags per year is distributed to various driving schools and educational institutions. These bags are handed out to prospective drivers between the ages of 17 and 24, as well as to students personally by the person in charge of the course or class.

The bag versions are therefore a unique advertising tool for reaching young people and students. And exactly when the need for your products exists.

![Fotos-blog.jpg](https://genext-strapi-storage.s3.eu-central-1.amazonaws.com/Fotos_blog_7c20b45f42.jpg "Bag distribution at the driving schools")



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GENEXT Sampling

Companies have to find new ways to be trendy with Generation Z. That is clear. Unfortunately, classic economic theories do not often work with Generation Z. That is why the approach can sometimes be rather unconventional.

### 1. supply and demand
The classic supply-and-demand model says that a company should always match their supply to the demand of their product or service. However, this is not the best way to be successful with Gen Z. They like uniqueness and individuality. They are into uniqueness and individuality.

This is where the scarcity strategy intervenes. This can occur naturally or be artificially induced. The latter is often implemented by luxury product manufacturers by creating a „limited edition“. This psychological phenomenon is even more pronounced in Generation Z, as they like to post these rare products on Instagram to make their „personal brand“ unique.

Supreme shows the way

One brand that takes advantage of this buying behaviour is Supreme, for example. They do limited „drops“ of their products. This means that they release a limited amount of products at a certain time.

These will only be available sporadically afterwards. This makes their products so sought after that their website sometimes crashes during the „drops“. Even items like ordinary T-shirts sell out within minutes, sometimes even seconds.

![Screenshot-2022-08-15-at-13.30.33.png](https://genext-strapi-storage.s3.eu-central-1.amazonaws.com/Screenshot_2022_08_15_at_13_30_33_1053cd06c2.png "Supreme Metro card in NYC. Sold out in one day and resold for several hundred dollars. (Image source: Instagram: tempobkk)")

### 2. doing one’s own thing
People who confidently stand out from the crowd are in the spotlight, and so it is with brands. Companies should venture out of the mainstream in order to generate attention.

Creating something different and unique means that a company is no longer just a „normal“ brand, but becomes a brand name – a name that Gen Z knows and can identify with. To achieve this, a product must be made that is truly unique and desirable. A task that is extremely difficult in today’s fast-moving market.

Brand identity as an alternative

However, there are other ways to be unique. One of them is to create a distinct and authentic brand identity and story, and then celebrate it in advertising and marketing.

But before that, it is important to find out what makes one’s own brand special. Then this special feature is placed at the centre of marketing activities. Generation Z wants to be „in“ and stand out from others.

So make yourself known as the bold and unique choice over the boring mainstream brands and watch Gen Z customers flock to your shop. Founder of the „1% for the Planet Movement“, Patagonia developed the entire brand around their mission statement „We’re in the business to save our home planet“.

![Screenshot-2022-08-15-at-13.34.36.png](https://genext-strapi-storage.s3.eu-central-1.amazonaws.com/Screenshot_2022_08_15_at_13_34_36_b861f3e2e0.png "Image source: patagonia.com/blog")

### 3. Influencers and brand ambassadors
Collaborations between brands and famous people are more important than ever. There are various examples such as LeBron James and Nike or George Clooney with Nespresso. Of course, with sufficient financial resources, this is the right strategy to appeal to the masses.

Collaborations between brands and famous personalities are more important than ever. There are various examples such as LeBron James and Nike or George Clooney with Nespresso. With sufficient financial resources, this is of course the right strategy to appeal to the masses.

Conformity of values

The key to this marketing strategy is that the influencer’s personal brand and the brand’s product strategically match. Otherwise, your product will quickly be labelled as fake and inauthentic.

A good example is the watch brand Daniel Wellington, which became a world-famous brand by working with micro-influencers.

![Screenshot-2022-08-15-at-13.37.22.png](https://genext-strapi-storage.s3.eu-central-1.amazonaws.com/Screenshot_2022_08_15_at_13_37_22_b6548be2d3.png "Image source: Instagram Daniel Wellington")

### 4. Back to the future
In their search for unique brands and products, Gen Z sooner or later comes across old brands that have „stopped“ somewhere along the way and thus lost awareness. But it is precisely this lack of awareness that is now bringing them back to life.

Brands like FILA, Champion, Kappa and Guess have become established streetwear brands again in recent years. Ultimately, nostalgia marketing campaigns also work because they are associated with positive memories and beloved ideals from the past.

These strategies allow customers to relive their best moments while ignoring the eventual stress, responsibility and chaos that plagues us in the present. In an age of hyper-connectivity, it allows nostalgia brands to humanise and create the sense of satisfaction we all feel when reflecting on our past.

![fila-campaign-1.jpg](https://genext-strapi-storage.s3.eu-central-1.amazonaws.com/fila_campaign_1_b14fe28559.jpg "Vintage Marketing Campaign by Fila (Image Source: Courtesy)")

Remaining true to the roots

A good example of this was shown in the UNiDAYS study, which found that more than 70% of Gen Z prefer a physical book to an e-reader. The reason they gave was that reading is often seen as nostalgic and traditional.

So if a company has fallen out of Generation Z’s field of vision, you should think twice about rebranding. Because staying true to your roots and turning weaknesses into strengths has its advantages.A brand is not old-fashioned. It is vintage – and vintage is in.

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