Tap to Win a Prize: How Elevator Advertising Sparks Curiosity Among Gen Z and Millennials

What makes a young person willing to pay more for an item when there are cheaper options with similar functionality on the shelf? For nearly 3/10 Millennials and Gen Z (out of 21,000 people surveyed in 31 countries), the answer lies in the enjoyment the item provides. NIQ's Consumer Outlook: Guide to 2027 report notes that 29.0% of Millennials and 28.7% of Gen Z are willing to spend more on products that offer a better or more enjoyable experience, while this figure is 23.6% for Gen X and 19.4% for Boomers. This is one of five major changes in consumer behavior in 2027 identified by NIQ and also a suggestion for brands: if you want to be chosen by young people, give them a positive feeling from the first encounter.

The emotional value in how young people spend their money.

Across generations, the desire to get value for money remains a minimum requirement before any spending decision. NIQ found that what many people value most is getting more for the same amount of money, such as choosing a larger product or one that lasts longer (36%). Following that are products that save time and make life easier (32%) and products that provide a better, more enjoyable experience (26%).

However, NIQ also points out that each generation has its own reasons for being willing to spend more. Older consumers prioritize the functionality and practical effectiveness of a product, while Millennials and Gen Z have a greater preference for items that bring joy and emotional value (29.0% and 28.7%, respectively, compared to 23.6% for Gen X and 19.4% for Boomers).

These are the experiences that young people are willing to spend more on.

The lives of young people are made up of daily routines, like showering in the evening, drinking a glass of water in the morning, or applying skincare products before bed. For Millennials and Gen Z, the worthwhile extra expense is something that makes those familiar moments more enjoyable.

For example, when faced with two equally effective body washes, young people might choose the one with a scent that helps them relax after a long day at work, even if it costs more. A novel flavored drink or a beautifully designed cosmetic set can bring similar joy, enough to make them feel the extra expense is worthwhile.

For young people, a worthwhile experience often begins with curiosity, nurtured by small surprises, and fulfilled when they receive exactly what they expect. What's special is that these feelings can be evoked from the very first time they encounter the brand, not necessarily only when they open the product box.

An emotional journey from a single NFC touch.

So how can you evoke those emotions from the very first encounter? Focus Media Vietnam's NFC touch solution combined with a mini-app on Zalo gives brands that opportunity, transforming elevator advertising screens from viewing platforms into interactive spaces . NFC is a short-range wireless connection technology that allows phones to receive information with just a single touch. Therefore, viewers only need to touch their phone to the screen to instantly open the mini-app and access the brand's digital assets without needing to download any additional applications.

To pique curiosity, brands can begin with a "tap to receive a gift" invitation on the elevator advertising screen, keeping the gift a secret. This helps the brand pique viewers' curiosity, giving them a reason to stop and encouraging them to make their first tap while waiting for or riding the elevator. When the mini-app opens on their phone, viewers realize the familiar advertising screen can interact with them, and a sense of surprise arises from that very moment.

On the mini-app, viewers receive vouchers for their next purchase or sign up to receive gifts or samples from the brand. This tangible reward concludes the journey with a feeling of satisfaction. This is also a way for brands to begin a relationship with young people with positive emotions, even before they have had the chance to experience the product firsthand.

From small gifts to real product experiences.

That emotional journey doesn't end at the elevator door. With samples, young people can personally verify whether the product delivers the expected experience before deciding to spend money. This is especially valuable for a generation willing to spend extra for experiences, but also wanting to ensure that the expense is truly worthwhile. With vouchers, the transition from trial to purchase becomes smoother, as users already have a discount on their first purchase.

To ensure gifts and samples reach the right young target audience, Focus Media Vietnam helps businesses intelligently target based on demographic characteristics and foot traffic in each building, prioritizing office buildings and apartment complexes where many young people live and work. Each interaction is recorded through the mini-app, from the number of people who interacted to the number of gifts received and used, helping businesses track how many people their campaign is reaching and make timely adjustments for subsequent campaigns.

For Gen Z and Millennials, the emotional value of a brand doesn't necessarily start on the store shelf. Sometimes, it begins with a "tap to get a gift" invitation in an elevator. When that invitation is reciprocated with a suitable gift, a positive first impression of the brand is formed, enough to make young people want to learn more .