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2014 TRENDS
2014
TRENDS
Predictions
Hello
© Havas Sports & Entertainment

As a global brand engagement agency, creativity, fans and their passion points are a...
2014
TRENDS
PREDICTIONS
3
3

© Havas Sports & Entertainment

THE KEY TRENDS WE BELIEVE WILL IMPACT THE MARKET
OVER THE NEX...
APP-TASTIC

Applications Save Lives

© Havas Sports & Entertainment

by Jez Jowett - @Jezmond

More people are online, spe...
NATIVE ADVERTISING
TO DOMINATE
Native advertising is not new, but it’s currently one of the most hyped subjects in
online ...
CONTENT MARKETING IS THE
NEW SOCIAL MEDIA MARKETING
by Jez Jowett - @Jezmond
they know they are not realizing the engageme...
(especially in Africa) will have the best performing response rates: it’s simple. Richer
CTAs (scan, QR codes) will drive ...
AMATEURS TURN PRO
by Alfredo Cottin - @quieto

© Havas Sports & Entertainment

The democratization of content creation
and...
AUTHORSHIP
by Valentina Candeloro - @valycuty
Why Brainstorming Sessions Fail To Generate

Google is piloting the display ...
MADE HERE. BY ME.
by Valentina Candeloro - @valycuty

As we saw last year (Entrepreneurial
Consumers trend), consumers wan...
SOCIAL CASHBACK
AND PERSONAL SOCIAL CURRENCY
As people become more aware of the
financial value of their reputation and
di...
FOOTBALL IS DEAD.
LONG LIVE FOOTBALL!
by Pierre Sensey - @PSens

© Havas Sports & Entertainment

Football isn’t just a spo...
SOCIAL MEDIA ACTIVITY NOW.
READY FOR PRIME TIME!
These types of campaigns bring a healthy
dose of creativity to the tradit...
SMART OBJECTS
& WEARABLE TECH
by Rori Duboff - @rduboff

© Havas Sports & Entertainment

As we look forward to the next fe...
DATA GETS BIG IN MUSIC
Big data has become a bigger deciding
factor in artist partnerships and creative
music choices.
Bra...
WASTE NOT, WANT NOT
The issue of food waste is gaining traction
as more people recognize just how poorly our food supply i...
INSTAPURCHASES

MasterCard is partnering with publisher
Condé Nast on an offering called ShopThis. Readers of the digital ...
THE SECOND-LIFE ECONOMY
As the push continues for a more sustainable way of living, companies and individuals are coming u...
CITIES 2.0

In the US, Seattle is turning a seven-acre
plot of land into the nation’s first ‘food
forest.’ It’s being plan...
GRABBING HOLD OF YESTERDAY

© Havas Sports & Entertainment

As our lives become increasingly distant
from nature, a counte...
Prosumer Reports is a series of thought leadership
publications by Havas Worldwide—part of a global
initiative to share in...
© Havas Sports & Entertainment

2013
TRENDS
REVIEW

LOOKING BACK, PEEKING FORWARD.
OUR 2013 PREDICTIONS: HOW DID WE DO?

2...
2013 TRENDS REVIEW
At the risk of sounding smug (please accept our apologies ahead
of time), we’re actually quite chuffed ...
MICROCOMMUNITIES:
“SMALL IS THE NEXT
BIG THING”
For the first time ever, Facebook admitted during
its Q3 earnings call tha...
GEOLOCALIZATION

Big data remains a buzzword in 2013 as consumers
continue to leave volumes of data behind. ‘Maths
Men’ hi...
THE FUTURE OF TV

As the growth of subscription TV slows, connected
TV is booming. By the end of 2013, 12.4% (307 million)...
THE FUTURE OF TV IS
ABOUT COMPLEMENTARY SCREENS

TV viewership is no longer just about eyeballs
staring at a TV but also a...
© Havas Sports & Entertainment

WHAt
we really liked
in 2013
THE BRAND ENGAGEMENT CAMPAIGNS
WE FOUND MOST INSPIRING IN 201...
The EPIC SPLIT

- Many YouTube users decided to parody the scene, making this video, the best of
the six made, even more v...
lAsT SQUARE
OR HOW TO SHOW YOUR TENDERNESS

Image Credit : Screenshot from Youtube

Milka was looking for a way to communi...
ENTeR THe GAME

- Millions of users no longer dream about being like their idols, but about playing
alongside them as our ...
The ChAllENGeS

- Multiple social media platforms were buzzing about this campaign, helping the
Red Devils become a hot to...
OR HOW TO MAKE PEOPLE EXPERIENCE A CAR IN AN UNUSUAL
WAY

- An intelligent way to involve young adults.
- The campaign mov...
KeeP The GoOd STUFf
OR HOW TO SEE THE BOTTLE HALF FULL

- Bezoya brought a twist to the idea of a glass being half full or...
The NeGoTIATION
- Heineken uses a simple idea that highlights a universal point of contention
between couples, in a highly...
BURNYARD: CoLlisIONS oF CreATIviTy
OR HOW TO BE DISRUPTIVE WITH SPONSORSHIP
burn is taking traditional sports sponsorship ...
MObiLIZING

THe 12Th MAN
Following the Arab Spring and its associated security issues, the Tunisian Government decided tha...
- The Facebook fanpage made it into the top 6% most active pages worldwide.
- One in every 20 Belgians visited the website...
SMAll

- “We couldn’t get them to stop,” said Saad Pall, Coke’s assistant brand manager in
Pakistan, on the interaction of...
The CANdidATE
- It took a stressful process that everyone can relate to and made it relevant and
funny.
- As usual, it cap...
OR HOW TO INCREASE OCCUPANCY IN OFF-PEAK PERIODS

- A simple and Innovative idea, the Art Series Hotel stood out by pullin...
fACeBOoK HoLIDAy
- Innovative and surprising way to use Facebook with personalized content.
- Efficient promotion based on...
The BeEr TURNSTIlE
OR HOW A BEER CAN BECOME A SUBWAY TICKET...…

- Antarctica did something socially responsible through i...
- 159,522 visitors on the campaign website.
- More than 75,000 interactions on Facebook.
- 91% of Facebook and Instagram r...
#BolDSTAGE

- Unique digital and interactive experience that puts fans in the drivers seat.
- Innovative way to introduce ...
iMMoRTAL fANs

- The waiting list for heart and corneal transplants in Recife was reduced to zero.
- A life-long commitmen...
MY Blood is Red & Black
OR HOW A FOOTBALL TEAM’S COLORS CAN SAVE LIVES
- Great way to leverage fans’ passion for an import...
The Mad Hawk
OR HOW A MASCOT BRINGS FANS CLOSER TO THEIR TEAM
- A technologically innovative idea that overcame the limits...
ToolPoOl

- While picking up their power tool at the store, 8 out of 10 people bought extra
supplies.
- Sales increased by...
DUMB WAYS To diE

- There were over 200 cover versions of the song shared on YouTube.
- Schools used it as a teaching tool...
Adforum: http://fr.adforum.com/
Ads of the World: http://adsoftheworld.com/
Adverblog: http://www.adverblog.com/
Advertisi...
© Havas Sports & Entertainment

SOURces
Culture Pub: http://www.culturepub.fr
Curiosity Counts: http://curiositycounts.com...
Tha
nKS
© Havas Sports & Entertainment

53
53
Finally, to our crack editorial and creative team: Valentina Candeloro,
Anne Awad, Fredda Hurwitz, Jez Jowett, Julia Furma...
55
55

© Havas Sports & Entertainment

If you want to get inspired throughout the year, visit our trends blog hse-inspirat...
www.havas-se.com
@havas_SE
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OR HOW TO MAKE PEOPLE EXPERIENCE A CAR IN AN UNUSUAL
WAY

- An intelligent way to involve young adults.
- The campaign moves away from the technical aspects of the car which are traditionally advertised, and focuses on its fun brand identity.
- It allows people to physically experience the car by tangibly highlighting its spacious interior.
- The campaign was practical as the target audience really needed a place to stay –
making this both fun and efficient.

Image Credit : Screenshot from Youtube

Skoda wanted to introduce its newest car, the Fabia , to young adults in Russia and
show that it is affordable, fun and spacious.
They knew that young Russians would be travelling to Moscow for the summer
music festival season, so they decided to give them a special introduction to the car
in a enjoyable and practical way.

- Skoda Fabia, a car with a spacious interior, was transformed into a real hostel: with
a double-bed, pillows, free Wi-Fi, and everything needed for a comfortable stay.
- Skoda partnered with hotel booking site Tripping.com to advertise this unusual
accommodation. Every time someone searched for a place to stay in Moscow, the
Skoda Hostel appeared in the results.
- The car was placed in Izmailovsky Park so guests would have a nice view. Every
guest could do what they wanted: eat, sleep, read, and take the car around the city.
- Users could book the hotel online and spend one special night there. The only
payment accepted was likes, tweets and shares.

WHO
- The hostel was fully booked during the activation and had great feedback from
its guests.

33
33

WHERe

WHEN

WATCH THe VIDEo

Proximity Russia
BBDO Russia Group
August 2013

Moscow, Russia

http://youtu.be/-7LUqTnh7No

CLIENT

© Havas Sports & Entertainment

The SKODA HoSTEl

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