In June 2022, Premier Comms approached OnePoll looking to gain insight into young people’s attitudes to starting new business and entrepreneurship. This was tied into the release of the video game Saints Row (which was released on the 23rd of August), an action-adventure video game and reboot of the popular Saints Row series.
As part of this study, OnePoll interviewed 2,000 18-30 year olds online about their attitudes to entrepreneurship, ambition and starting new businesses. We segmented the study into city breakdowns so that the client could identify key cities to focus their campaign in. OnePoll identified London, Brighton and Leeds as three key cities where young people had the highest levels of ambition.
From this, Premier Comms developed a marketing campaign in Leeds to showcase their new video release. They graffitied a wall to attract attention and advertise the release of the game. As part of the PR campaign Premier Comms teamed up with street artist Captain Kris to make a Saints-inspired mural.
The mural can be found in Leeds, which is because the survey of 2000 young adults (aged between 18-30) suggested the Yorkshire city has the most ambitious young people in the country. It’s all based around the “boss factory” ideal, where you become self-made in the game by “being the boss”. Reasons for these young adults wanting to branch out on their own included a lack of flexibility (40%), wanting to be in charge (36%) and experiences with horrible bosses (26%).
The study also found that as well as more young people wanting to take charge of their own career, side hustles are also on the rise, with 61 per cent already having one to supplement their income.
The news story ran with the title “The 10 most ambitious cities in the UK”. The campaign received 80 pieces of coverage, 21 pieces of top tier coverage and an estimated 1.02 million views. Coverage was in large media outlets such as The Mirror, The Sun and the Daily Express as well as multiple online news sites.