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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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APP-TASTIC Applications Save Lives © 2014 Trends by Havas Sports & Entertainment

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APP-TASTIC

Applications Save Lives

© Havas Sports & Entertainment

by Jez Jowett - @Jezmond

More people are online, spending more
time and money, doing more things.
That’s a fact. Fifteen years ago, 80% of
that time was spent on destination websites (news, lifestyle, entertainment, music sites). Now that’s changed. Consumers
are connecting with the internet through
applications, which bring them selected
website content, effectively a halfway
house. The application explosion is gathering
steam. Facebook applications and mobile
applications have replaced micro-sites.
Campaigns have a dedicated application.
There are applications to find the best applications. Mobile smart applications are
connected to wearable technology. It’s
going to be an app-tastic year in 2014 with
a lot of winners, and a handful of cremations/RIP’s.

Goodbye FourSquare,
hello SnapChat
FourSquare was loved and adopted and
created a new enjoyment to checking in,
through gamification. However its USP
(Geolocation) and Geo-promotional offers
have been eroded with the key SN’s (Facebook and Google+) now providing this
integration. Its couponing ‘hook’ is now
surpassed by Groupon and Living Social. It
will be a sad day at the FourSquare funeral, but as one dies, another is born. SnapChat will be the most talked about SN
and the most installed mobile application
for 16-25 years old. Invest now! Images
with overlaid text will create a new teen
language. Selfies will self destruct with
a teen’s pre-sent timer destruct setting.
‘Spot the selfie’ before it disappears forever.

4
4

The healthcare industry has been afraid
to embrace social media for fear of litigation and lawsuits on the back of posts
or comments that get misinterpreted. Yet
online doctors, health gurus and advice
have always been just a click away. Applications will become the digital dispensary
cabinet, helping to save lives, inform healthier decisions, and turn a negative into a
positive. Digital technologies will be the
new medicines.
Smartphone applications already exist
that take your heart rate (through camera technology) and measure your stress
levels (variance in blood pulse). Health
applications will regulate your diet, your
medication, your exercise and your doctor
call outs. Being healthier, and knowing
your health level will be a finger away,
all synched to your social and media profile which ultimately will provide a better
health service and more personalized
health care (included insurance package) personalized for you. Health status
updates will be the new social bragging
rights.

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