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2015 Trends by Havas Sports & Entertainment

2015 Trends Predictions. Review of 2014 Trends and of the most memorable, innovative and successful Brand Engagement campaigns.

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2015 Trends by Havas Sports & Entertainment

  1. 2015 TRENDS REVIEW CAMPAIGNS PREDICTIONS 2015 trends predictions 2014 trends review 2014 favorite campaigns
  2. RE-IMAGINING TODAY’S BLOCKBUSTER THROUGH FOREWORD Our global trend hunters from the Havas Sports & Entertainment network, the wi- der Havas Village family and our external partners USC and Music Dealers, have sourced and anticipated what’s hot, what’s getting hotter and what will be fizzling out in 2015. But before I let you discover our thinking and insights, let me share with you one that I personally believe is going to reshape our industry: the collision of Entertainment, Marketing and Communications, where brands source all of their communications content from people’s passions, from music to sports to gaming, entertainment, pop culture, fashion... Let’s look at some impressive numbers from the past year: PSY’s “Gangnam Style” recently surpassed YouTube’s view counter abilities (more than 2bn); a record 672 mil- lion tweets were shared during this year’s FIFA World Cup in Brazil; over 70 million photos are shared each day on Instagram; the 2014 League of Legends final was watched by 27 million fans worldwide… consumers today are not just fans but RE-IMAGINING TODAY’SRE-IMAGINING TODAY’SRE-IMAGINING TODAY’S BLOCKBUSTER THROUGHBLOCKBUSTER THROUGHBLOCKBUSTER THROUGH RE-IMAGINING TODAY’SRE-IMAGINING TODAY’S BLOCKBUSTER THROUGH 4 ©HavasSports&Entertainment
  3. LUCIEN BOYER President and Global CEO Havas Sports & Entertainment connected fans, through the multiplicity of platforms and new technologies such as wearables and immersive environments. As such, there is a growing need for com- pelling content to nourish these different devices and satisfy people’s essential need for great, entertaining and unique content when and where they want it. Media, brands and stakeholders have to deliver against this imperative if they want to stay relevant and meaningful to their audiences and fan communities. Storytelling & Story- living are the ways to connect brands with fans and build longstanding relationships. Talent, artists and athletes, with their per- sonal audiences in the millions, are the kings of digital media, collecting billions of pieces of data. But they need the marketing expertise and the power of brands to fully leverage their potential. Co-creating this content in a win-win partnership will open a new era for both Brands and Entertainment. They will co-develop powerful intellectual property based on the proven successful franchise model of major blockbuster pro- perties. Brands will offer fans extended and connected platforms, services and products to live and experience their passion. Brands will become the studios and the labels of tomorrow, acting as co-producers of content. Big & Smart Data generated from social interactions fuelled by shared passions will allow brands to provide real time, rele- vant and customized branded content for each fan, and ignite social conversations and user-generated content. This is how brands will create their fan journeys to bet- ter address people’s thirst for stories and life-changing experiences. Happy Reading! 5 ©HavasSports&Entertainment
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  6. Technology, innovation and a consumer desire (matched by brand-led activations) for deeper, more engaging, thrilling and memorable experiences has ignited a new trend that we shall see more and more of in the coming years. This trend was epitomized by the huge suc- cess of immersive theatre (such as Secret Cinema, PunchDrunk Productions, You Me Bum Bum Train…) selling out in a matter of hours. And what started off as a novel way to re-invent the use of old warehouses in Budapest and Prague for Escape Games (locked in a room, with clues to solve in order to “escape”) has spread globally. Escape the Room in NYC is now the top 3rd attraction, ahead of the Empire State Building. Consumers want more fun, esca- pism and immersion. Technology is making this all possible, with the socially shared experience a swipe, gesture or voice acti- vation, one click away. Branded events and pop up experiences have embraced this deeper level of en- gagement. It’s no longer enough to just put on a party or launch event. Events have enabled consumers to step into a branded world, immersed through sound, smell, touch, taste and sight. Not just what they see in front of their eyes, but through virtual and augmented reality, enter the Occulus Rift headset. People are now quite literally stepping into a branded virtual world, escaping on a Caribbean Cruise to a deserted white beach, while never leaving the event. If 2013 was about storytelling, 2014 saw the inception of storyliving, which will flourish in 2015. Consumers have an ap- petite for the unexpected, unusual and an all-encompassing brand thrill. Technology and innovations will make the branded show spectacular. Exciting and immersive times ahead! By JEZ JOWETT, HAVAS SPORTS & ENTERTAINMENT - @Jezmond 8 ©HavasSports&Entertainment
  7. Goal Control 4D cameras, traffic light optimization systems at the Munich Allianz Arena, Manchester City’s MatchDay app… one might think that football is at the forefront of technological innovation in sport. Not even close! It is nowhere near what running has achieved over the last five years. Everyday runners are much more (tech- nologically) connected to their sport than amateur footballers. How many of you have ever measured the number of km you ran during a football match? Or how fast your acceleration was, how accurate were your passes or powerful your shots? Not many, let’s be honest. The good news is that digital and techno- logical innovations such as the quantified self, the Internet of things and wearable user interfaces are in their infancy and will take hold in 5 to 10 years. In other words, we are in the midst of a transformational shift in how people attend, consume and ultimately play football. In 2015, we’ll see technology become deeper embedded into everyday foot- ball consumption and practice, just as it happened with running. Thanks to new products with motion sensors, adidas’ miCoach line (smart ball, speed cell for shoes, X cell wearable devices), will help everyday players collect tons of data about the way they play football (speed, height of jumps, reaction time, spin, ac- curacy, etc.) and improve their physical, technical and tactical skills. Fans will also be able to be more connected technolo- gically by converting professional players’ data into powerful, physical sensations like the Alert Shirt from We:eX, that allows fans to literally feel what the players feel. The rise of synchronized technologies will turn every day football into a genuine Connected Football Club, where fans and players alike will be more connected to their sport, more knowledgeable about how they play it, and closer to each other. When entering the Connected Football Club, you will never play, cheer, feel or tweet alone! THE CONNECTED FOOTBALL CLUB @CharlesBal1 9 ©HavasSports&Entertainment
  8. the Password is You. THe Interface is Your Body: BIOMETRIC MARKETING By Rori DuBoff, HavAS MEDIA GROUP - @rduboff With sensors being embedded into every day surrounding objects, and wearable tech- nology growing rapidly, the ways in which consumers can experience and interact with daily life is transforming. Whereas typing, clicking or swiping on computers, mobile phones, tablets or TV is the normal method of interaction today, looking forward, we see new forms of interaction through voice, facial expression, body movement, temperature and gestures. Biometrics, which is defined as the identifi- cation of humans by individual traits such as face, fingerprint, voice, iris, palm and DNA is increasingly being used by many compa- nies to connect with consumers. Embedded fingerprint sensors are being used by Apple, and soon Mastercard, to authenticate iden- tity, versus username or password, which can be breached. Voice-activated ads are already being used by advertisers like Best Buy to provide real-time mobile customer support, and Dominos has launched a voice-ordering pizza app. Motion activated sensors are being used by Hyun- dai on the back of their cars so overloaded drivers can open the trunk with a swipe of the foot. Eye tracking and 3D hand-gesture recognition in place of traditional buttons are now becoming standards in new cars. Facial recognition technologies, which don’t necessarily identify unique individuals, but rather gender and relative age, has been piloted by Coca-Cola and Tesco for more tar- geted advertising. The effectiveness of such advertising can also be measured through biometrics, providing invaluable data such as emotional and physical consumer reactions in real-time. Understandably, there is more consumer apprehension around facial re- cognition technology regarding surveillance and invasion of privacy, so this technology may grow at a slower pace versus other forms of human recognition. As consumers become more comfortable using their hands, voice, eyes, facial expres- sions or movements to communicate with technology, biometric marketing will continue to evolve. The possibility to have frictionless engage- ment with consumers, and to create more personal and responsive experiences, is ap- pealing for both marketers and consumers. Of course, fundamental to the adoption of the new technologies will be safeguarding consumer privacy and allowing both opt-in and opt-out of any interactions. 10 ©HavasSports&Entertainment
  9. eSPORTS WIN CROWDS "eSports takes gaming into a whole new realm of entertainment, community, strategy and fandom. While these games continue to be amazing to play, they now open the door to broadcast viewership and event participation, giving brands like Coca-Cola a powerful consumer engage- ment platform." Matt Wolf, The Coca-Cola Company eSports has become a big part of video ga- ming culture across the globe and although it began as a niche discipline, it is now a popular and ever growing community of players, fans and makers. The eSports audience is composed of two groups: the players and the viewers. League of Legends editor Riot Games says the game has over 67M active monthly players. Digital games research firms, Su- perData and Newzoo, estimated the global eSports audience to be over 70M in 2013, a growth of 800% in four years. Even if the audience is growing faster than those of major sport events like the Super Bowl, eSports is still in its infancy with re- gards to sponsorship. Intel, Coca-Cola, Nis- san, and American Express are among the few big brands to have invested in this space. So what’s in it for brands? Since the genre is still forming, brands have an opportunity to shape the landscape through broadcast, digital activation and experiential activities during live events, and reach out to millen- nials or the most recent, iGen, both very elusive audiences. The opportunities to connect with this community are big but require a nimble and targeted approach. These fans are very passionate and engaged, but also extremely savvy and socially connected - brands may need to take risks in order to fully harness eSports. Inauthentic or overly aggressive branding/marketing could have toxic results. We see a bright future though for eSports in 2015 and ahead. The community will continue to develop and grow. More and more live events will take place globally, gathering participants and recruiting new fans. Consequently viewership will also grow and traditional TV networks will help put eSports in the spotlight for the more mainstream audience. Many brands will try to win in this space, making the cost of entry increase expo- nentially. Only some will succeed and the biggest successes won’t come from simply buying ad space. A great brand strategy will authentically engage with players and enhance their gaming experience. It will also bring legitimacy and value for the industry and stakeholders, helping elevate and recognize eSports globally. BY VALERIA HERZER, HAVAS SPORTS & ENTERTAINMENT - @Valherzer 11 ©HavasSports&Entertainment©HavasSports&Entertainment
  10. THE ART “All life is an experiment. The more ex- periments you make the better.” Ralph Waldo Emerson Following the theory of evolution, content continues to develop into a more so- phisticated form with each coming year. As consumers become more connected, tech-savvy and ultimately distracted, brands continue to strive to build stronger interactions that captivate. In 2014, BIG DATA was one of the hottest topics, and, rightly so. Data has allowed brands to generate even stronger insights and more personalized communications, al- lowing them to build stronger relationships with consumers. But how can a brand take it further and use content to drive data outputs? Brands must first ask a few questions: what do we need to better understand our consumers, our brand, our product(s); Once these deeper questions are answered, they then need to build a hypothesis based on their current data. This is then followed by an experiment that allows them to test their theory and generate data to build conclu- sions to help them make smart business de- cisions. This experiment is content, shaped by consumer insights and what brands want to learn about them. Beyond the science of its execution, content also doubles as a form of art. Much like all art forms, content serves as a form of expression. It evokes emotions, conver- sations and ultimately inspiration. Its sub- jective nature lets it take on a spectrum of meanings depending on how it’s received. It allows itself to be experimental, challen- ging untested ideas or techniques. At its core, it is shareable, since it was created with the intention of being enjoyed by and with others. In 2015, content will continue evolving, becoming more scientific, but equally more artistic. Most importantly, content, as in the case of both fields - science and art - will always be an experiment. By mary redondo HAVAS SPORTS & ENTERTAINMENT @MARYREDONDO 12 ©HavasSports&Entertainment
  11. WHEN VIRAL MEANS GOOD Viral isn’t the first word that comes to mind when we think of something good:West Nile Virus, Bird Flu and not to mention the common viral infection known as the flu. But there is another kind of viral that spreads good in the world, built on the foundation of social programs meant to capture consumers’ attention, encoura- ging them to get involved, and on oc- casion make a donation. Take the #ice- bucketchallenge with 2.4M videos posted on Facebook - 28M people commented, posted or liked related posts over the month of August 2014, as well as a big cast of celebrities, politicians, CEOs, and regular folk participating. An amazing cause that went viral to the tune of $100m (vs $2.7m in the same period last year). Why so big so fast? That’s because it pulls the big social and emotional levers that get people to give, and it makes it easy and fun for them to do so. Another aspect is wanting your friends to notice you, your action, what happens when you post it and share on Facebook and see who else has done it. It’s the power of positive peer pressure and validation. Do we expect more of this in 2015? Abso- lutely, in fact, the mechanisms and lessons learned from 2014 have already been codified, studied and replicated. At least this is the kind of viral you can happily live with. By MATT WEISS, HAVAS WORLDWIDE - @Snowphish 13 ©HavasSports&Entertainment
  12. MARKETING FOR PEOPLE ASIA FOCUS:MARKETING FOR PEOPLE ASIA FOCUS:MARKETING FOR PEOPLE While brands have been focused on "being green" for years, they are now be- ginning to center campaigns around more "people focused" initiatives. Brands are responding to the increa- sing social consciousness of consumers: while 66% still think that "Environmental Sustainability" is important for brands, issues like ‘Eradicating Extreme Poverty & Hunger" (53%) and "Providing Access to Clean Water" (48%) are quickly gaining in importance. * Powered by the influx of technology, brands are beginning to use the key trans- formations in mobile, social and real time data to address these issues. Examples include: the Drinkable Book in China & India, to Coke bottle caps in Vietnam that transform plastic bottles into useful ob- jects, to hand wash reminders on Roti at a Hindu pilgrimage. A shift in focus has begun in Asia from marketing to people, to marketing with people and, in 2015, marketing for people. This type of marketing puts people and their needs first. One caveat: brands must be authentic in their approach if they are going to have consumers "buy-in" and generate organic reach. Brands will need to keep their messages and actions simple, showing their contribution and not asking too much of consumers...other than to buy the product. *Source: Nielsen Global Survey of Corporate Citizenship By Josh Gallagher, HAVAS MEDIA - @mrjoshgallagher 14 ©HavasSports&Entertainment
  13. Collaboration among stakeholders to make events more sustainable will come fully in to vogue in 2015. In the first half of this decade, brands, sponsors, organizers and NGOs experi- mented with sustainability actions often in isolation, like recycling, or carbon off- setting with limited success. Finally, they have figured out that collaboration really does improve performance and enhance success. Example: Drink Brand “C” creates a pre-festival ticket promotion – bring a recyclable can to the gate, and partners with Recycling NGO “B” to collect recy- cling at the event and Festival Organizer “A” offers discount tickets to those who participate and voilà! Recycling before the event goes up, consumers are excited to get a cheaper “eco” ticket, festival-goers are tuned-in to the message and waste at the event goes down as well, truly closing the loop! This is how stakeholder collaboration is meant to work and will be the model moving forward. It will require all to consider their role in the “event loop” and how they can partner with others to share resources, enhance activities and achieve shared goals that benefit all – sounds strangely similar to the definition of sus- tainability! TOGETHER WE ARE MAKING A DIFFERENCEBy THATCHER YOUNG, HAVAS SPORTS & ENTERTAINMENT IGNITION - @thatcheryoung 15 ©HavasSports&Entertainment
  14. DIGITALLY SAVVY? DEBATABLE. PROFESSIONALLY CHALLENGED? DEFINITELY. THE RISE OF THE APPRENTICESHIP Here’s a sobering fact. According to the Interna- tional Labor Organization (ILO), 74.5M people under the age of 25 are unemployed, which equates to a global youth unemployment rate of 13.1% - more than twice the overall global rate. Let’s think about this for a moment. A generation of always-on millennials was supposed to lead the digital revolution and the rest of us followers would, well follow, as they charged through new technology at an unprecedented rate. We all believed the hype, but the truth is, they’re not. Only 30% of the world’s youth has been online for at least five years and 44% of young internet users globally are digital immigrants, NOT natives. This imbalance is wreaking havoc on would-be employers but most importantly on young peoples’ self-esteem and self-worth. Smart Insights, a UK based integrated digital marketing agency, found that over 25% of mar- keting jobs reference “digital” in the job title and that 30% of agencies are unable to find capable digital talent. This trend isn’t unique to the UK – it’s everywhere and it’s growing. Enter the apprenticeship and a commitment our industry needs to embrace, now. Numerous initiatives have sprouted up this past year alone to help tackle the problem, such as: The UK Government’s apprentice platform (pledged to create 3m apprenticeships); - BT (created 1000 apprenticeships); - Germany (collaborating with six EU countries including Spain and Greece – the most hard hit by youth unemployment) to drive over 30k internships/training “exchanges”; - BMW in the US (one of many brands spearhea- ding apprenticeship programs) and so on. But despite these good efforts, one of the challenges lies in the word itself: it has very real and negative connotations to it. By fredda hurwitz, HAVAS SPORTS & ENTERTAINMENT - @FreddaHurwitz Let’s lose the snobbishness and cast aside our assumptions about the “type” of person that mi- ght seek out an apprenticeship. Let’s bestow the same praise upon an apprentice seeker as we would upon someone looking for an internship and congratulate their tenacity. If agencies and their clients committed to providing smart, structured, real opportunities that educated, inspired and equipped a young person with relevant and employable skills, that might just be one of the best briefs we’ve collec- tively every cracked. So, who’s in? 16 ©HavasSports&Entertainment
  15. KNOWLEDGE IS POWER, GO FORTH AND DISRUPT! The transition from a material to a knowledge-based economy brings Makers into the spotlight, those individuals who have reclaimed the means of production, and who are modern versions of Hannah Arendt’s Homo Faber (Man the Creator). In this paradigm, creative, strategic and en- trepreneurial talent is no longer rare, the costs of acquiring technology are minor, early-stage financing is no longer essen- tial, digital platforms are open-source, and governance is a collaborative effort. Defying those in dominance therefore be- comes a political act. Elon Musk wants to kill NASA, Amazon Carrefour, Apple Visa, Netflix HBO. And soon the smaller actors such as Uber, Airbnb, OpenX, Topline, Daqri, Spinmedia, and Factual will follow. Every economic sector will be disrupted in a systematic manner. Everyone will have to ascend the value chain or risk perishing. This ascension will be achieved by progressively climbing the steps of the knowledge-based economy. In a world that only a few understand, one that has become tangible and pragmatic, and where strategy gives way to tactics and scale tests, research development becomes the essence of a new form of creation. Universities and basements are where business happens, collaborative and open. They bring progress where some talk about innovation; a universal and humane progress that makes sense… Hyperloop, the conceptual high-speed rail system, whose initial framework was released as a PDF in order for it to be de- veloped open-source by researchers, has not resulted in the filing of any patents. Openness and universality. In this new mo- del, without celebrities or recipes, don’t expect answers, just ask questions. The 18 Collaborative Research Facilities (part of Havas Media) offers immersion in three innovative and unique ecosystems: Los Angeles, Tel Aviv and Seoul. So go ahead, ask us questions – we love a good challenge! By Fred JosuE, HAVAS MEDIA / LAB 18 - @fredericjosue 17 ©HavasSports&Entertainment
  16. The contemporary man is changing ra- pidly. His new needs are less focused on the functional and have evolved in step with the socio-cultural context. He is very sophisticated in his tastes. His aspirational product is a “universe of values, meanings and aesthetics”. His new luxury is emerging as a very “personal quest” for premium goods that are inten- tionally unrecognizable and discrete, with a more experiential dimension. The contemporary man’s new guiding va- lues are time, space, silence and freedom. Luxury brands are intercepting this emer- ging trend and are addressing the new man’s desires by focusing more on inno- vation, exceptional materials and shapes of only the highest quality craftsmanship and above all, by curating this new man’s needs in a more personal way. Looking forward, the customer experience for today’s man will be less focused on brand communication and much more on using the advantages of technology that allows customers to be better known by brands and to save time during purchase. For example such tools and services that are able to get your size and understand your shape before you buy a suit, or that give you the possibility to contact your de- dicated sales personal assistant ahead of time who can then research and suggest the perfect outfits. Or services that can deliver your purchases to the place and at the time that you want and finally that after purchase, remind you when it is time to re- plenish your grooming products. They can also suggest what you should buy to com- plete your wardrobe according to what you own, your style, your closest friends’ tastes and the places where you live. Welcome to the new concierge where even Bruce Wayne (aka Batman) might be a bit jealous. NEW MAN, NEW SHOPPERBy Isabelle Harvie-Watt, HAVAS MEDIA GROUP - @ihw67 18 ©HavasSports&Entertainment
  17. EDITORIAL’S REINVENTION In 2015, we will start to see magazine edi- torial become the new digital shop front for everything from fashion to beauty to home furnishings. Currently, consumers get ideas of what they want from magazine editorial, adverti- sing, social media or street style, and head to department stores (e.g. Nordstrom) pure-play online retailers (e.g. ASOS) or single brand stores (e.g. Ikea) to purchase. In 2015 and building over the next 3-5 years, consumers will head to digital ma- gazines to buy a handbag, lipstick or other product - straight from editorial spreads, with a simple click. Early signs of this shift are seen through Conde Nast’s recent investments in high fashion e-tailers Moda Operandi and Farfetch, and backing The Lucky Group, a joint venture between Lucky Magazine and e-commerce platform BeachMint. At the same time, we see pure-play internet retailers launching their own editorial titles, such as Net-A-Porter’s recent launch of international print publi- cation Porter. In the future, consumers will be able to purchase from their television screens as well. As editorial reinvents itself, success of editorial, television shows and supporting media will become less about how many people read it and more about how many items did that article or episode sell. By Tammy Smulders, SCB PARTNERS (HAVAS MEDIA) - @Tammyks 19 ©HavasSports&Entertainment
  18. P C FESTIVAL LIFEOF Over the past decade the UK festival scene has exploded through an incredible 600% increase in the number of festivals per year. Technology has created this revo- lution. It has driven diversity in entertain- ment through choice, and as such, created a consumer demand for variety. In the fes- tival world this has manifested through the emergence of unique, boutique offerings that cater for all tastes and desires. It has also created some fierce compe- tition within the festival scene and has forced more traditional festivals to up their game. Melvin Benn of Festival Republic said “What we may be looking at is a bit of a reshaping of what a festival is, becoming less dependent on headliners and more dependent on an overall vibe, an overall feel and experience.” This diverse ”reshaped” festival scene has created opportunities for a whole range of brands to become an integral part of different festival experiences. From the Wagamama Lounge at Parklife to Mul- berry at Festival No. 6, brands that would never (and should never) have considered entering the festival world 10 years ago are now seeing them as a must. Festivals need them too, not only for finan- cial support, but experience support and as such are very much welcoming them in. Brands now have the ability to pick and choose from a whole range of different festivals that target different consumers in different ways and can work with the festivals to completely integrate themsel- ves into the experience and connect with their audience in a very meaningful and engaging way. 2015 will see this trend continue to grow. As ”glamping” and premium festivals become more of the norm, so will the pre- sence of luxury brands such as Mulberry, and as the demand for immersive festival experiences grows so will the opportunity for technology brands to tap into festivals and connect with more a more affluent consumer through rich product engage- ment. By Nick Wright, HAVAS SPORTS & ENTERTAINMENT - @nickwright56 20 ©HavasSports&Entertainment
  19. With musical tastes changing constantly, artists are becoming increasingly more versatile in an effort to stay relevant and have a career with longevity. Brands are leveraging their music accordingly. The only true genre trend in the music industry is that there are no trends. If anything, artists are experimenting more and more with the blending of genres, such as Pop-Country, Pop R&B, and Soul Indie Electro. This shift evolved through a decline in album sales, thereby compelling artists to blend genres in order to reach a more diverse audience and increase sales. As this trend develops, we believe that brands will source music that rebels against traditional genre restraints to en- gage with consumers on a deeper level. In recent years, audiences across all demo- graphics have prioritized discovery in their music-oriented lifestyles: the discovery of revolutionary songs, up-and-coming artists and on-the-cusp trends. As music begins to play a greater role in their marketing initiatives, brands will rapidly start to ca- pitalize on this market trend by incorpora- ting authentic, progressive music and join their consumers on the frontlines of music discovery. In 2015, we predict a return to live ins- trumentation as artists steer away from the electro fad towards producing orga- nic sounds and layering real instruments on top of electronic accompaniment. In tandem, brands will license music from artists that excel in this experimentation of genre-blending. The coming year will also witness brands partnering more with artists in newly generated touchpoints, such as music festivals and live activations. By Eric Sheinkop, MUSIC DEALERS - @ESheinkop 21
  20. ANYTHING ANYTIME ANYWHERE ENTERTAINMENT CONTENT, 2014 has seen an explosion of networks moving towards a more Over the Top (OTT) service platform, with key players such as ESPN, HBO and CBS announcing their plans in the last quarter. In 2015, we will see many more content providers ma- king similar announcements. With an au- dience demanding more personalization to their entertainment experience, simply being able to access anything anywhere at any time isn’t enough – you have to know what you want, and how to find it. Recent research has shown that Chris An- derson’s “Long Tail” argument has a major problem: the “bigs” just keep getting bigger, and now over 80% of the revenue is going to only 1% of the content. We believe that’s because that 1% is what people know how to find. At the core of this problem is discoverability – how do you find what you want, when you don’t even know that you want it? Fans are extremely complex. It is no longer enough to provide solutions by di- viding fans into classic demographic seg- ments. Instead, we need to leverage their engagement by understanding the unique emotional investments of fans in order to better comprehend their motivations and map (or, more pragmatically, predict and encourage) their engagement with media. Having this knowledge helps to reveal the nuances of fan involvement, specifically identifying the various fan objects, activa- tors and environments that inspire people to engage, as well as the media properties and communities associated with them in order to maximize the fan’s participation. In 2015, fans will be at the center of the entertainment experience and better algo- rithms and engines will help cater to them. A new era of predictive analytics will emerge, shifting the big data conversation from descriptive to one that is agile and actionable. New audience engagement systems will give marketers and content developers the ability to craft more strate- gic and effective experiences and help inform better business decisions across the property’s lifecycle; while at the same time giving fans what they want, when they want it, and why they want it. By erin reilly, USC ANNENBERG INNOVATION LAB - @ebreilly 22 ©HavasSports&Entertainment
  21. THROUGH CONTENT CO-MARKETINGTHROUGH CONTENT CO-MARKETINGTHROUGH CONTENT Co-marketing is not a new concept. Brand and business partnerships have been hap- pening throughout marketing history — traditional examples include cross-pro- motions, sharing commercial advertising space, co-creating campaigns, exchan- ging products or services, collaboration on events etc... However, with the growth of social media and multi-media channels, co-marketing represents a new set of op- portunities for companies. As marketing becomes online-driven, brands have millions of followers on their social media channels and have deve- loped their own branded content plat- forms/social channels to build lasting and valuable relationships. Social partnerships can help brands reach new audiences, engage them and spread the word. The key is to set up a concrete goal together and try to get as much value as possible from the partnership: prizes, exclusive content, working together on an editorial plan, website exposure, cross posts, links, e-mail newsletters, co-crea- ting videos, apps, tabs, infographics or blog articles and, when possible, invest together in paid campaigns that boost the collaboration. Last but not least, analyze results according to the KPIs previously agreed. But that’s not all. Co-marketing has evol- ved in the media business to more so- phisticated multi-partnerships between brands, media and entertainment proper- ties, all working together for mutual bene- fits. Brands have more assets to bring to the collaboration (fans, data, content…), media partners are eager to find alterna- tive revenue streams and the entertain- ment business is constantly changing too: consumers are the new stars, artists and brands are more easily accessible for fans than ever before and also look for alterna- tives to generate revenues. If done well, co-marketing could boost a brand’s visibility and credibility exponen- tially. By Carmen Fernandez de Alarcon, HAVAS SPORTS & ENTERTAINMENT 23 ©HavasSports&Entertainment
  22. RUSSIA FOCUS: CHEERS FOR BEERS Russia has a strict policy when it comes to alcohol advertising; since the summer of 2012 no alcohol brands can advertise on TV, radio, internet, public transport, bill- boards or stadiums as part of an attempt to curb alcoholism. However in 2014, beer brands finally had something to cheer about. In anticipation of the FIFA World Cup that the country will host in 2018, the Russian government decided to amend the ban during official sporting events. Beer ads will be allowed in stadiums and during television broadcasts of matches until the beginning of 2019. Beer ads will also be allowed in print media, though not on the covers. This represents a huge opportunity for local and foreign brewers involved in foot- ball in Russia – Heineken, Carlsberg, Stariy Melnik, Baltika and the like. Beer brands will jump right into the game to occupy the territory in advance, even in the absence of big international sporting events in Russia next year. Expect to see beer brands get creative to reach and connect with football fans in Russia, taking advantage of this temporary legislation until the next World Cup comes around. By Natalia Drabkina, HAVAS SPORTS & ENTERTAINMENT 24 ©HavasSports&Entertainment
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  25. 20142014 LOOKING BACK,PEEKING FORWARD. HOW our predictions played out this year REVIEW 27 ©HavasSports&Entertainment
  26. According to, the number of apps in the Apple store in September 2014 rose from 1 million to 1.3 million in the last year. The growth of mobile app consumption is such that 89% of mobile consumer media time was in mo- bile apps in 2014, according to Nielsen. Another report by Vision Mobile revealed the app economy’s global growth was 27% in 2014, representing $86.3bn. The strong growth in health apps we had predicted proved to be very true: According to Flurry Insights, health and fitness tracking apps are growing 87% faster than any other app category. App-tastic Native advertising to dominate Hexagram’s State of Native Advertising report in 2014, showed that 62% of publishers surveyed worldwide offer native advertising and another 16% planned to do so be- fore the end of 2014. Media agencies are also heavily de- veloping their native advertising services: a survey commis- sioned by Adyoulike showed that 83% of UK agencies now include native advertising as part of their digital offering. UK agencies estimate native advertising will account for 9.2 % of their total digital display spend in 2014, growing to 14.7 % in 2015, so native advertising will continue to dominate for years to come. 28 ©HavasSports&Entertainment
  27. Mobile matters for marketers Last year, we predicted brands would allocate a chunky piece of their budget to content marketing, up to 25%. Marketers now spend 20% to 50% of their budgets on content creation — and 25% plan to spend even more in 2015 according to Starfleet Media. The Content Marketing Institute revealed that 69% of B2C businesses and 70% of B2B businesses have increased content output over the past year. Marketers may even allocate their total marketing budget to content marketing, as 31% of marketers in the UK do, according to C4B Media. Overall, WebDAM estimates over $135 billion will have been spent on new digital mar- keting content in 2014. Mary Meeker’s 2014 report on the state of the internet revealed mobile data traffic is accelerating—up 81% year- over-year—thanks to video, where mobile is now 22% of consumption. Mobile internet users can represent up to 80% of total Internet users, which is the case in China. For some brands, mobile web traffic is of first significance: 52% of ESPN’s digital users access only on smartphones and tablets. No wonder brands engage in the “mobile first” movement, like Google implementing a significant redesign in March to tailor to mobile user’s needs. Mobile therefore continues to matter. CONTENT MARKETING IS THE NEW SOCIAL MEDIA MARKETING 29 ©HavasSports&Entertainment
  28. One example of the booming quality of video apps this year was Magisto, a video editing app, which quadrupled its users to 40 million in the past year. The new fad has been the timelapse, included in the new iPhone 6 but also avai- lable through apps like Instagram’s Hyperlapse launched in August. Alongside individuals, brands were quick to jump on the fast-moving images. Naked Juice posted a popular video of people rushing past a naked person, with the caption "Don’t let life pass you by. Get Naked.” Even the quality of popular action cams improved, with users of Go- Pro posting a hefty 4k action videos. Turning pro pays off: more than a million creators from over 30 countries around the world earn money from their YouTube videos, some of them like Zoe Sugg (aka Zoella) are earning millions and have their own talent managers. As the price of technology and productions continues to decrease and the payoffs skyrocket, particularly as brands join the fray, we’ll see more and more regular folks dive in and grow a following . Google announced in August that it stopped showing authorship in search results after observing it was not very useful to users, and recent data from Stone Temple Consul- ting showed that more than 70% of the authors didn’t take ownership of their content via Google Authorship. But au- thor rank is still alive. It means that Google might alter the rankings of the posts to favor trustworthy authors, especially those with a Google+ account. So be sure you put your name on your content, it’s still valuable to be an author. Amateurs turn pro democratization of content creation GOOGLE Authorship, content creation 30 ©HavasSports&Entertainment
  29. The global 3D printing market grew from $2.5 billion in 2013 to an estimated $3.8 billion in 2014 according to Canalys. Alongside this, websites to publish and find 3D content, like Sketchfab, experienced an increase in users. A wide range of products printed by people were under the spotlight this year, from auto parts to guns... Brands are also following the trend: Columbia Pictures gave fans the chance to turn themselves into a 3D-printed Ghostbusters figurine and Mars is exploring ways to let consumers print their own chocolate bars at home, after Mondelez displayed 3D-printed Oreos at SXSW in March. 3D printing is going mainstream so it’s even easier to make something yourself. 2014 saw some great examples of social cashbacks in the fashion industry: Marc Jacobs opened a pop-up Tweet Shop in New York City whereas Burberry gave fans the chance to buy products instantly via tweets at London Fashion Week. Mini Spain also demonstrated creativity in social cashback through a Tweet auction: people with the most tweets could win one of the Mini small-scale models designed by artists. However, campaigns like these are in danger on Facebook, since incentivized sharing/liking to unlock content is now “against their rules” as of November 2014. Looking ahead, we’ll see brands leverage social currency on new sites such as tinder and Snapchat. Made here, by me Social cashback and personal social currency 31 ©HavasSports&Entertainment
  30. Football teams are beginning to understand that they have to do more for their fans in order to continue to drive interest from their supporters. Crazy salaries and transfer wages have turned fans off; however we have seen a shift in 2014 because of clubs doing their due diligence and the 2014 FIFA World Cup. In 2013, 82% of the French had a negative opinion of their national football team according to newspaper Le Parisien, while after the World Cup, this changed to 62% positive sentiment, according to research institute BVA. Smart financial management of clubs such as FC Bayern Munich, who in November 2014 declared they had repaid their stadiums 16 years in advance (!), will likely show a shift in the positive side for football fans. In 2014, 92% of business owners indicated that social me- dia was important to their business (according to Forbes): Micro-video platforms such as Vine or Instagram are increa- singly being leveraged by brands to share their messages; TV is enhanced by Twitter in the way that it provides a plat- form for discussion and connection around content before, during and after something is aired. During the World Cup, adidas asked its Twitter followers what the tricks shown in its TV ad were called. Twitter can significantly raise the impact of TV campaigns and can convert audiences into engaged fans if done properly. This is a win win relationship so look out for more SoMe integration on TV. Football Is Dead. Long Live Football Social media activity now. Ready for prime time 32 ©HavasSports&Entertainment
  31. Wearable tech has expanded to a variety of industries - fashion, sports, health, retail, household, and automobile industries are just examples. Some of these devices have become mainstream - take the Samsung Gear fit for exa- mple or the Nike+ shoe. It is predicted that we will enter an almost all-connected era in 2018 where our homes and cities will be very “smart” places, with 27% of all data ge- nerated by connected objects in 2020. We’re therefore just at the forefront of what’s to come. The explosion of data from sources like torrenting, music streaming sites and social media platforms has offered the music industry a big opportunity to understand fans and spot new, up-and-coming artists. It has also helped to predict future hits. Samsung launched a personalized mobile radio app called Milk; Lyor Cohen is tapping Twitter metrics; Gracenote is analyzing BitTorrent data; and Warner Music signed a label deal with Shazam. An in-the-works Cone speaker promises to really get to know you by using information like what room you are in and the time of day it is, to tell you exactly what it thinks you want to hear. More personalized music listening experiences on the horizon. Smart objects and wearable tech Data gets big in music 33 ©HavasSports&Entertainment
  32. Brands, supermarkets and retailers continue to innovate with techniques to eliminate food waste. For example Goo- gle cooperated with Sainsbury’s to develop Food Rescue. It’s a new app that lets people enter up to nine ingredients into their smartphones and get recipe combinations that can utilize their leftover food. As the global economy is not yet out of the doldrums and people are increasingly environmentally conscious, reusing and recycling will be- come habit. There are increasingly more ways to get anything on the go: tap on an icon and flowers from BloomThat will be delivered to you in the next two hours. Tap another and Instacart rolls up with a bag from Whole Foods. If you don’t feel like cooking, Munchery will deliver dinner prepared by a personal chef. Washio will deliver your laundry. Zeel will send a masseur. iCracked will rush over to fix your shattered screen. The smartphone has become an all-in-one ordering tool, payment system, and fulfillment service. With the new Twitter “Buy” button, it will make it even easier for users to buy products with a couple of clicks, without leaving their favorite social media app. Facing this online competition, brick & mortar stores will need to enhance the in-store ex- perience to get people to walk in. Waste not, want not Instapurchases 34 ©HavasSports&Entertainment
  33. Brands from Renault to Ikea are taking small steps into doing business in a different and renewed way. With the circular economy emerging, we are witnessing innovative practices coming into play by brands that also save money. For example, Starbucks has come up for new uses for waste and has applied for a patent on cattle feed made with cof- fee grounds that is already in use in Japan; Coca-Cola and Ford are collaborating to make cushions and other parts of a Ford Fusion Hybrid out of recycled Coke bottles; and Puma has designed products for circular use with its biode- gradable line of shoes. We look forward to seeing more innovation in reuse & recycling in 2015! By 2050, 70% of people around the world are expected to live in city centers so technologies are developing to make this possible. More and more, architects and builders are responding to a growing awareness that everything is interconnected, in order to come up with new ways of energy generation and sustainable infrastructure. Brands have joined in; for example Duracell provided city commu- ters a way to connect and keep warm through heated bus shelters. The catch - the heat turns on only when travelers hold hands. As cities grow, we’ll see city governments, the private sector and city dwellers work closer together to make these spaces better places to live. The second life economy Cities 2.0 35 ©HavasSports&Entertainment
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  36. Every year we make a selection of the best brand engagement campaigns that inspired us throughout the year and the reasons why they stood out. This time we added a little bonus in our analysis… At Havas Sports & Entertainment, fans and passion lie at the heart of what we do. We strive to really understand what makes a fan a fan, how they live their passion, and what drives their engagement with sport and entertainment. In 2014 we launched an extensive research pro- ject in partnership with the University of Southern California’s Annenberg Innovation Lab (USC) to look at fans more closely, ultimately helping us to better advise our clients about how to effectively engage them. We decrypted the passions of 21,000 people across 16 countries, spoke to football fans in Rio during the FIFA World Cup 2014, and collected/ analyzed over 9M tweets thanks to our partner IBM. The result? A new framework to understand fan behaviors, attitudes and perceptions called the Logics of Engagement. We applied these same logics (right page) to our favorite brand engagement campaigns from 2014 - check out the examples in the following pages about which brands got it right. Enjoy! For more information about the FANS.PASSIONS. BRANDS study, visit: features/fans-passions-brands-study THE CAMPAIGNS THAT BEST ENGAGED FANS 38 ©HavasSports&Entertainment
  37. enjoyment of the overall experience & atmosphere A fan who enjoys watching a game even if his/her favorite team isn’t playing, just for the enjoyment of the show. A fan whose moods are tied di- rectly to a team’s successes and failures. will lose oneself in the emotion of the game/plot A fan who thinks of nothing but the game while the game is on. A fan who wears a jersey or hat of their team, or names his/her pets after a player. A fan who supports a team because his/her family and friends support it. desire to create or deepen relationships with other fans self-association with the team, players/characters and their emotions reflection of the action/results in one’s attitude and outward appearance A fan who knows the rules of the game, as well as the his- tory of the team and players. interest in learning and understanding the details behind strategies and stories virtual or real-life participation in activities related to one’s passion A fan who has grown up playing the game, and may still play, whether the physical sport or video games/online. A fan who yells at referees and isn’t afraid to stand up to fans of rival teams to defend his/her team at all costs. championing on behalf of one’s passion IDENTIFICATION PRIDE MASTERY ADVOCACY PLAY SOCIAL CONNECTION LOGICS OF ENGAGEMENT ENTERTAINMENT IMMERSION FANS • PASSI NS • BRANDS HAVAS_SE GLOBAL STUDY ON FANS’ ENGAGEMENT 39 ©HavasSports&Entertainment
  38. or how to find Australia’s best virtual tennis player In January 2014, KIA kicked off its sponsorship of the Australian Open with an interactive campaign challenging people to return the world’s fastest serve with their mobile phones. - Kia found an engaging way to connect with tennis fans and refresh their long standing sponsorship (since 2002) with unexpected content. - Great mix of digital and experiential. - To find Australia’s #1 virtual player, KIA invited fans to sign up for the challenge on Facebook and download the ‘Game On’ mobile app to practice their virtual tennis swing. - A special event was held in Melbourne’s Federation Square where participants could return virtual serves from Australian tennis star Sam Groth on screens around the city of Melbourne and at Kia activation zones. The faster the participant’s swing, the higher the score. - The winner then had the chance to compete in a real life match against Sam Groth and walk away with $5k AUS (3.3k €) prize money. Jan 2014 Mnet Australia ImageCredit:ScreenshotfromYoutube WHAT’S THE STORY GAME ON “THE FASTEST AIR SWING” SUCCESS LOGICS WHY WE LIKED IT WHERE PLAY - 135,000 tennis fans participated. - Over 70,000 views of the campaign video on YouTube in less than a week. ImageCredit:ScreenshotfromYoutube MASTERY40 ©HavasSports&Entertainment
  39. or how to make the World Cup As an official sponsor of the FIFA World Cup™, Coca-Cola wanted to make the iconic trophy the World’s Cup by creating the most inclusive and accessible FIFA World Cup™ experience ever. The strategy was to tour the Trophy around the globe, bring communities to the Trophy through par- ticipatory events, and take the Trophy into communities to create original content. - The trophy tour kicked off more than 9 months before the World Cup so it started the football celebration early. - The scale and reach of this campaign is impressive; Coca-Cola brought Brazil and football’s greatest celebration straight to fans worldwide. - In 2013-2014, Coca-Cola delivered the largest experiential program ever through a multi-country tour where fans and the general public, along with heads of state, football players, celebrities, and the media, could celebrate Brazilian culture, see and interact with the trophy, and share the celebration online. - Coca-Cola captured stories and content from the communities visited around the world through “Where Will Happiness Strike Next” short films shared online. - The tour visited 90 countries (over 100 cities) over the course of 267 days, covering 165 km (3x earth’s circumference) – all carbon neutral. - +4.4 M Facebook fans - “Where Will Happiness Strike Next” videos viewed +1M times. - $172M USD in earned media placements. +5BN media impressions. 2013-2014 ignition/Havas SE cola-the-largest-experiential-tour-ever/ Global WHAT’S THE STORY “WHERE WILL HAPPINESS STRIKE NEXT?” SUCCESS LOGICS WHY WE LIKED IT WHERE ImageCredit:ScreenshotfromYoutube FIFA WORLD CUP TROPHY TOUR IDENTIFICATIONPLAY SOCIAL CONNECTION PRIDE41 ©HavasSports&Entertainment
  40. or how to let fans pay with blood� To launch Season 4 of the Walking Dead in Portugal, Fox decided to give fans more of what they wanted: more thrilling action and bloodshed, by creating a powerful promotional concept that also supported a good cause. - Fox involved fans personally and emotionally which supported a good cause, provided an uplift in donations and connected their already successful program to a smart and unexpected experience. - Fox teamed up with the Portuguese National Blood Bank (IPST) and set up something rather special for their fans: The Walking Dead Blood Store, where the currency was blood… - The rules: fans donated blood to buy official Walking Dead merchandise, and the more blood they donated, the more merchandise they could buy. - 571% increase in blood donations in comparison to the previous year. - 67% of the total donations were made by first time doners. - Huge buzz on social media platforms as well as conventional media. Dec 2013 Torke+CC Lisbon Portugal WHAT’S THE STORY THE WALKING DEAD BLOOD STORE “IF YOU WANT BLOOD, YOU GOT IT” SUCCESS LOGICS WHY WE LIKED IT WHERE ImageCredit:ScreenshotfromYoutube IMMERSION PRIDE42 ©HavasSports&Entertainment
  41. or how to encourage pride in the national jersey� In 2014, French telecomms giant Orange was looking to leverage its sponsorship of the French National Rugby Team during the Six Nations Championship, to provide content for and drive traffic to the “With the XV” website. The first match of the 2014 Six Nations in Paris offered a big opportunity for Orange because it was considered to be the most challenging of the Championship: the traditional “crunch match” against historic rival England, dating back to the beginning of the championship in 1910, ensured anticipation, excitement and extensive media coverage. - Orange gave fans the unique experience of being on the field supporting their favorite players during the match. - A digital campaign that came to life on the field and on TV thanks to a new medium – a rugby jersey. - Orange launched a digital competition to provide fans what they could only ever dream about: the opportunity to rally behind their idols as if they were truly part of the “fabric” of the game. - Once fans liked “With the XV” Facebook page, they could register for the competition, test their rugby knowledge through a quiz, select the number (hence the player) on which they wanted to appear, and upload their picture. - +30k new fans on Facebook, for a campaign dedicated to engagement rather than recruitment, with an average engagement rate of 11.2% - 300k interactions on Facebook - 16k mentions of #DerriereLesBleus (Behind the Blues – the dedicated hashtag for the campaign over the period - 90M+ media impressions thanks to the PR campaign Feb 2014 Havas SE vzxoVMdFESXLQqhqRPDw France WHAT’S THE STORY BEHIND “LES BLEUS”� “BE ON THE JERSEY OF YOUR FAVORITE PLAYER!” SUCCESS LOGICS WHY WE LIKED IT WHERE PRIDE ImageCredit:ScreenshotfromYoutube 43 ©HavasSports&Entertainment
  42. or how to deck out a high school locker room� While the eyes of the basketball world were on New Orleans for the annual NBA All-Star game, Gatorade decided to shift a bit of that attention to the Riverside High School basketball team. While the team played a critical game against their biggest rival, Gatorade prepared a big surprise for the players. - Giving back to the community is one way that NBA stars can help future generations. - Gatorade has long been associated with elite athletes, but this struck a different and no less appropriate chord - similar to its wildly successful “Replay series” by integrating the brand’s connection with amateur athletes into its overall story. - After halftime, contractors invaded the school’s locker room and quickly tore out the old steel lockers to replace them with nice wooden ones along with other amenities, in a race against the clock. - The players, understandably, were shocked when they returned to the locker room, which hadn’t been updated since the school first opened its doors in 1962! - Over 900k views on YouTube in the first four days. - The players’ reactions made all the effort worth it. Feb 2014 TBWAChiat Day LA USA WHAT’S THE STORY GATORADE LOCKER ROOM “WHERE AMAZING HAPPENS” SUCCESS LOGICS WHY WE LIKED IT WHERE ImageCredit:ScreenshotfromYoutube IDENTIFICATIONADVOCACY44 ©HavasSports&Entertainment
  43. or how to transport fans onto the pitch Manchester United (MU), the fastest growing Premier League club on Facebook, Google+, Twitter and Instagram, launched “Front Row” to offer a select group of the club’s international fanbase the opportunity to ”be“ at the Theatre of Dreams – LIVE – no matter where they were in the world. - A great digital campaign to engage and reward fans worldwide who couldn’t attend the game. - An ingenious way to increase the club’s digital fanbase and offer an enhanced spectator experience. - MU fans from around the world were invited to share a picture on Google+ that showcased their passion and commitment to the club via the hashtag #MUFrontRow. - MU chose the best photos and awarded those Google+ users with the opportunity to appear on the pitch side hoardings at one of the biggest Premier League games against Liverpool. - Each lucky Front Row participant received professional photographs of their appearance after the match, as well as a welcome on United’s Google+ page, followed by more than two million fans. - 2.4M Google+ users followed MU after the game, surpassing the 2M objective. - 20 lucky fans worldwide were chosen to cheer on their team via Google Hangout, digitally appearing on the sidelines of Old Trafford’s pitch. March 2014 Adam&EveDDB, London UK WHAT’S THE STORY FRONT ROW SUCCESS LOGICS WHY WE LIKED IT WHERE ImageCredit:ScreenshotfromYoutube “BRING FANS AROUND THE WORLD TO OLD TRAFFORD!” IMMERSION PRIDE45 ©HavasSports&Entertainment
  44. or how to make a mobile telenovela Colombia’s largest mobile network carrier Claro was looking for a way to engage and reward loyal customers. Claro wanted to go way beyond in- centives, promotions and add-ons – and do something new that had never been done before by a mobile network carrier. Colombians love telenovelas. So why not give them what they love courtesy of the one thing they can’t live without: their mobile phone! So Claro created the first cinema-quality series for mobile, a series of 13 dra- ma and suspense-filled, two minute episodes with three alternate endings to be chosen by viewers. Every week subscribers received a new episode on their smartphones, with content available 24hrs a day. Partners came onboard such as Falabella, Panamericana, El Tiempo, AKT, Golden Secret and Air France and advertised on the Talion website. - Great example of a brand becoming a content producer and providing content and entertainment anytime, anywhere. - 9M Claro users were invited to visit the mobile site. - +3.5M SMS were sent to subscribers of brand partners to announce each new episode. - +680k views of the teaser on YouTube. - 24k Facebook Likes in three months. 2014 Havas SE fa8?list=UU2-vzxoVMdFESXLQqhqRPDw Colombia WHAT’S THE STORY TALION SUCCESS LOGICS WHY WE LIKED IT WHERE ENTERTAINMENT ImageCredit:ScreenshotfromYoutube 46 ©HavasSports&Entertainment
  45. or how even a small business can sponsor a Serie A football team In a time of economic crisis, which has seriously affected small businesses across Italy, carmaker Dacia, the Udinese team’s main sponsor, decided to show that it really cared about its customers. - An innovative and efficient 360° campaign, empathetic to society and the community’s problems, which benefitted the team, the brand, fans and new consumers. - Over 4K business participated in the online contest. - Over 7M people were exposed to the three small businesses on TV. - 122M media impressions. - 95% of National TV and press covered Dacia Sponsor Day in over 700 news stories. - After three weeks, Dacia registered +30% in Twitter followers and +52% in Facebook fans. April 2014 Publicis Italy ImageCredit:ScreenshotfromYoutube WHAT’S THE STORY SPONSOR DAY SUCCESS LOGICS WHY WE LIKED IT WHERE ImageCredit:ScreenshotfromYoutube - In an online contest, small businesses were asked to describe how they have been hit by the crisis and what they do to stay afloat. - Three small business owners were then awarded something they could never afford: their branding on Udinese’s football jerseys during an official league game. - The stories of the challenges and successes of the business owners were shared on Dacia’s social media channels. “TELL US YOUR STORY, AND IT COULD CHANGE FOREVER” PRIDEADVOCACY47 ©HavasSports&Entertainment
  46. or how to turn a life-size living room into a pinbaLL During Milan Design Week 2014, Heineken created a gigantic pinball to promote the introduction of “The Sub”, a futuristic-looking, technologically advanced draft beer machine. - Another creative coup by Heineken to go beyond being ‘just a beer brand’ to fully embracing their surrounding environment. - Heineken placed “The Sub” in a living room, which in reality happened to be a huge pinball machine, to the curiosity of attendees. - When the lever of the Sub was pulled by passers-by, the entire living room, designed by Marc Newson, a globally renowned industrial designer, turned into a Guinness-World-Record-breaking-sized pinball game, and people were invited to play and score as many points as possible using the draft machine handle. - At the end of every game, a message appeared on the pinball’s screen: “The Sub has emerged. Play it at home”. - Strong coverage during one of the most important design events and the largest furniture fair in the world, attended by more than 300K people. - Viral success on social networks via the hashtag #PlayTheSub (over 500K views on YouTube after two weeks). April 2014 Publicis watch?v=4HxZVj664jE Italy WHAT’S THE STORY “MAKE EVERY LIVING ROOM MORE PLAYFUL” SUCCESS LOGICS WHY WE LIKED IT WHERE ImageCredit:ScreenshotfromYoutube THE SUB LIVING PLAY IMMERSION SOCIAL CONNECTION 48 ©HavasSports&Entertainment
  47. ImageCredit:ScreenshotfromYoutube or how to learn to be cool like the Dutch As part of its “Be Cool, Visit Holland” tourism campaign, VisitHolland asked the ultimate question: can cool be taught? - We are reminded how cool the Dutch really are. - A funny, creative and unexpected approach by The Netherland’s Board of Tourism & Conventions (NBTC) to create buzz and attract people to their country. - Pim de Koel, a quintessentially cool Dutchman and presenter of the episode “Holland. The Original Cool” series, tries to teach the average American male how to be cool. - He selected one American at random, and flew him for free on a KLM flight straight to Holland to discover Dutch culture. - Starting in the birthplace of original cool, Amsterdam, Koel shows the American all the secrets of the Dutch. - He learns how to master the bicycle, navigate canals, enjoy real Dutch beer and cheese, smell the flowers, appreciate art, and how to really party! - Generated more than 100K views during the first week. Feb 2014 NBTC Holland Marketing, Amsterdam Marketing, KLM, Schiphol Airport Holland WHAT’S THE STORY HOLLAND THE ORIGINAL COOL “WHAT YOU CALL COOL, WE CALL TRADITION” SUCCESS LOGICS WHY WE LIKED IT WHERE ENTERTAINMENTIMMERSION 49 ©HavasSports&Entertainment
  48. or how to experience football through the eye oF... a�football As part of the campaign around the official FIFA World Cup football Brazu- ca, adidas launched a new concept, the Brazucam, a special version of the ball with six integrated cameras to capture football in a new way. - An ingenious way to collect data and create content around the FIFA World Cup. - A first in this space, and a real coup for adidas in their constant “battle” with Nike during World Cup madness. - 20M views on YouTube in just a few weeks. Feb to June 2014 TBWA brazuca/adidas-i-am-brazuca-case-study/l Global ImageCredit:ScreenshotfromYoutube WHAT’S THE STORY I AM BRAZUCA SUCCESS LOGICS WHY WE LIKED IT WHERE - adidas created a 360° interactive film that takes the viewer on a journey from the streets of Rio to various World Cup stadiums to national team practices. In each of the different sequences, viewers can experience the action from the Brazuca’s point of view and watch the film from any direction. - This film also launched the ball on a journey around the world. Nine videos were posted on the adidas website in the countdown to the World Cup, to follow players and fans from Spain, Russia, Germany, England, Japan, Mexico, America, and finally Brazil. “YOU SEE WHAT THE BALL SEES” ImageCredit:ScreenshotfromYoutube MASTERY ENTERTAINMENTIMMERSION 50 ©HavasSports&Entertainment
  49. or how to enjoy music anytime anywhere With Spotify on your mobile, you can enjoy all your favorite music on the go. Belgian mobile operator Base offers Spotify Premium at a cheaper price thanks to a new partnership with the music streaming service. In order to promote the partnership, Base and Spotify decided to use a popular new technology at a place where music lovers gather - music festivals. - A unique and surprising way to be immersed in music as soon as you arrive at a festival. A fun way of personalizing a typically mass experience and making each person’s experience truly relevant. - A great collaboration between two brands to design an object of the future - Featured on many PR and music blogs. Sept 2014 Duval Guillaume watch?v=zugOkL2v9u4 Global ImageCredit:ScreenshotfromYoutube WHAT’S THE STORY PARTY DRONE SUCCESS LOGICS WHY WE LIKED IT WHERE ImageCredit:ScreenshotfromYoutube - They created the “Party Drone”: a hexicopter with a light-weight carbon case carrying an amplifier, speakers, and LED lights. - When people registered for a music festival online, they were asked to add their favorite song to the festival’s playlist on Spotify. - When they came to collect their tickets at the registration booth, the party drone was able to connect the right person to the right song. - As they made their way from the ticket booth, the party drone accompanied them to the festival with the song they selected earlier and projected lights on them. “LET THE PARTY DRONE FOLLOW YOU” ENTERTAINMENT 51 ©HavasSports&Entertainment
  50. or how to watch football without guilt during work hours Many football fans in Brazil hide from their boss to secretly watch football during work hours, lurking about in parking lots or bathrooms. With the World Cup approaching, Brazilian beer Cerveja Foca decided to find a solution to let fans watch in peace. Brazil has a religious freedom law that allows people to leave work to practice their beliefs, so they decided to register football fans as a religious group. - A creative use of existing legislation, which ultimately enabled fans and fanatics to enjoy the World Cup without being harassed, all the while enjoying a nice cold beer. - This initiative shows a genuine understanding of fan’s challenges and aims to provide a clever and welcome solution. - The campaign created the largest new religion with the most followers in Brazil - the “Football Fan Community”. - 14,300 views in less than two weeks on YouTube. - About 10K visits on their website during that same period. Feb 2014 Grey Brasil watch?v=ArM7b5nRcKM/ Brazil ImageCredit:ScreenshotfromYoutube WHAT’S THE STORY FOOTBALL RELIGION SUCCESS LOGICS WHY WE LIKED IT WHERE - Cerveja Foca hired a lawyer and registered the necessary documents to ratify the religion in order for it to be recognized by the government. - They created a website where fans could list the games they wanted to see. The fan’s boss was then sent an email informing them about their legal right to be absent from work to attend these games. “THERE IS NOTHING WORSE THAN BEING AT WORK WHILE YOUR TEAM IS PLAYING” IDENTIFICATION SOCIAL CONNECTION ImageCredit:ScreenshotfromYoutube 52 ©HavasSports&Entertainment
  51. or how to turn waiting in line into a game Helix is the latest addition to Liseberg, Sweden’s biggest amusement park. Being one of the most spectacular attractions, it has attracted a flurry of thrill seekers but the ride has a big problem - the queues. Liseberg wanted to make the line appear shorter for people who were waiting. Based on huge interest for gaming, they created a new interactive and social experience: Helix, the world’s first synchronized queue entertainment. - A clever idea to make the boring task of queuing more fun and engaging, as well as a great way to mix digital and entertainment by allowing players to have two experiences in one. - 250k downloads without any media support. - 1.75M games played - 72.4% returning players June 2014 Shout Advertising watch?v=C61pT-hEJXM Sweden ImageCredit:ScreenshotfromYoutube WHAT’S THE STORY THE FUN QUEUE SUCCESS LOGICS WHY WE LIKED IT WHERE ImageCredit:ScreenshotfromYoutube - A mobile game was created to give visitors the chance to avoid standing in line. The game had various mini games that you could practice anywhere but you could only compete if you were in line and against everybody else in line simultaneously. - The mini games were based on the new elements of the rollercoaster, for example you had speed games, games where you had to create the rollercoaster’s shape, etc. - Every 15 minutes, the player with the highest score won and could use the VIP passage to skip the line. “PLAY ONLINE TO SKIP THE LINE!” PLAY ENTERTAINMENT 53 ©HavasSports&Entertainment
  52. or how to feel what it’s like on the pitch� For the upcoming Australian Rules Football season, Foxtel cable company launched a new campaign to get Australian Football League (AFL) lovers closer to the action than ever before. The Australian company worked with technicians to create a piece of wearable technology that allows fans to experience what the players feel on the pitch. - An innovative campaign using wearable technology to engage AFL fans. - A creative way to enhance the fan experience by allowing users to feel what a player feels. - In a little over three months, Foxtel delivered 4,500 Alert shirts to their fans. March 2014 CHE Proximity watch?v=maHGf3LNGMs Australia ImageCredit:ScreenshotfromYoutube WHAT’S THE STORY THE ALERT SHIRT SUCCESS LOGICS WHY WE LIKED IT WHERE - Foxtel created the ‘Alert Shirt’ which uses real-time game data transmitted via a mobile Bluetooth app to the electronics inside the shirt. - The Alert Shirt converts this data into physical stimulations, allowing fans to experience how it feels to be on the field. - From the shock of a big tackle to a thumping heart when the game is on the line, users can feel it at all. - The Alert Shirt was available to AFL club members who purchased Foxtel and loyal Foxtel fans. “FEEL WHAT THE PLAYERS FEEL” IMMERSION ImageCredit:ScreenshotfromYoutube MASTERY54 ©HavasSports&Entertainment
  53. or how to make Paris dance As part of its commitment to fight obesity and get people active, Coca- Cola partnered with two new technology platforms: Ubisoft’s “Just Dance Now” mobile game and the Misfit Flash Fitness and Sleep Monitor. To celebrate these new partnerships Coca-Cola created a very special event in Paris and accompanying video to get people dancing and demonstrate the brand’s promise “Movement is Happiness”. - A great way to mix PR, digital and experiential activations - Coca-Cola gave fans an exclusive peek into the new mobile game in an engaging way and used a platform that connects with young people to get them moving, ultimately delivering against their “get active” commitment. - Coca-Cola organized a public dance off at a popular square in Paris. - At this event, young people and curious passers-by had the opportunity to experience for the first time the new mobile version of the Just Dance Now game and dance to the new Coca-Cola song “Find your move”. - Led by the famous hip-hop duo “les Twins”, the crowd reproduced the moves of the game’s characters facing them on a large screen. - Over 14M views of the teaser and campaign videos, making it the second most watched film in Coke history. - 5th place in AdWeek’s Top 10 Brand Videos and the Top 3 at Advertising Age Viral Chart. - Featured in top media outlets in France and internationally including Le Figaro, Les Echos, DigitalBuzz, Trendhunter and The Drum. - The Just Dance Now app has over 6.8M downloads and to date, over 1.7M fans have danced to the Coca-Cola song, for free. Sept 2014 Havas SE France WHAT’S THE STORY JUST DANCE NOW WITH COCA-COLA “DANCE WITH LES TWINS!” SUCCESS LOGICS WHY WE LIKED IT WHERE PLAY SOCIAL CONNECTION ImageCredit:ScreenshotfromYoutube 55 ©HavasSports&Entertainment
  54. or how to win a personalized edible trophy Dole’s premium banana in Japan is the “Gokusen”. As a supporting partner of the Tokyo 2014 Marathon, Dole was going to donate 91,000 “Gokusen” bananas to the runners but they wanted to do more to raise brand awareness. They decided to combine the Ultimate Banana with the Ultimate Reward and came up with the Banana trophy. - An ingenious idea to personalize something for every lucky runner. - Great way to incorporate technology with sports. - The banana became a new medium and trophy, not just a source of nourishment with absolutely no paid media. - The golden trophy swept the web and was shared 720K times, it was also broadcast on the national news. - Media cost was zero, but the total coverage was worth over $1.1M USD. - The news reached more than 28M people. - 95.3% changed their impression of Dole to extremely good. - 83.5% strongly considered buying “Gokusen”. Feb 2014 Dentsu Y&R watch?v=A74YM2dHNtc Japan WHAT’S THE STORY BANANA TROPHY SUCCESS LOGICS WHY WE LIKED IT WHERE - The moment a runner crosses the finish line, their time is posted on the runner’s Facebook, collecting many “likes” and lots of cheers and comments from friends. - Dole gave 200 runners a personalized banana, using a special printing machine and edible ink linked to the web and their Facebook page - runners scores were printed directly onto the Gokusen banana. - The lucky winners were so pleased with their personalized trophy that they didn’t want to eat it their golden reward. “THE ULTIMATE TROPHY!” PRIDE SOCIAL CONNECTION ImageCredit:ScreenshotfromYoutube 56 ©HavasSports&Entertainment
  55. or how to use tradition to inspire youth...� The unemployment rate among young people in Italy is dramatically growing and young generations are looking for new opportunities to discover and express their potential and talent. Samsung, a brand that strives to be an “enabler” in people’s lives, tried to find a way to help young people. They did it by promoting the great Italian handcrafting traditions that are disappearing, such as instrument making and haute couture. - A creative way for a brand to reach young people in a meaningful way. - Samsung created the first digital conservatory called Maestros Academy, to foster the next generation of Italian artisans in order to preserve “Made in Italy” excellence. - Five famous world-class Maestros shared their secrets through a series of over 40 online video tutorials on a dedicated platform. - Live chat sessions were also hosted, where students could interact and collaborate in real-time. - These videos were shared on digital channels (Facebook, Italian news papers, lifestyle magazines , LinkedIn, Twitter…) to reach the primary target, digital natives, and drive them to the main platform accessible on smartphones, tablets, laptops and Smart-TV. - 4.5M Facebook users reached. - 1M YouTube viewers in just a few days. - 30M media impressions in Italy alone May 2014 Leo Burnett Italy WHAT’S THE STORY SAMSUNG MAESTROS ACADEMY “HOW TO TALK TO YOUTH? GO DIGITAL” SUCCESS LOGICS WHY WE LIKED IT WHERE IDENTIFICATIONMASTERY ImageCredit:ScreenshotfromYoutube 57 ©HavasSports&Entertainment
  56. Adforum: Ads of the World: Adverblog: Advertising Age: Adweek: Agency Spy: Artskills: Auslatics: Because: Blog Marketing Insolite: Blogo Ergosum: Brand Republic: Brand-e: Branding Magazine: Branding Strategy Insider: Brands India: Buzz Paradise: Campaign: Cannes Lions: Chris Brogan: Com Non Profit: Cream Global: Creative Criminals: Creative Guerilla Marketing: Culture Marketing: SOURCESSOURCES 58 ©HavasSports&Entertainment
  57. Culture Pub: Curiosity Counts: Dark Planneur: Doc News: Ebuzzing: eMarketinglicious: Event Marketer: Fast Company: Fubiz: Gaduman: I Believe in Ad: If It’s Hip It’s Here: JeDblogk: Joe la Pompe: Kesako Le Blog: La Réclame: Le Blog de Bango: Le Marketing Sportif: Le Personal Branding: Le Publigeekaire: LLLITL: Look Out: Looking for Advice: Luckie: Marketing Chine: Marketing On The Beach: 59 ©HavasSports&Entertainment
  58. THANK YOUTHANK YOU FOR checking this out! 60 ©HavasSports&Entertainment
  59. Thank you for taking the time to check out our Trends predictions for 2015 and review of 2014 Trends. We hope that our look towards the future has inspired you and made you think differently about the year to come. This collection is the product of collabora- tion and we would like to acknowledge our contributors from across the Havas Group and our partners who shared their expertise and nuggets of wisdom with us. A big shout out to the following, without whom this wouldn’t have been possible: Tammy Smulders, Fred Josue, Rori DuBoff, Isabelle Harvie-Watt, and Josh Gallagher from Havas Media Group; Matt Weiss from Havas Worldwide; Erin Reilly from USC’s Annenberg Innovation Lab; Eric Sheinkop from our global strategic partner Music Dealers; Thatcher Young from ignition; Valéria Herzer, Mary Redondo, Nick Wright, Natalia Drabkina, Carmen Fernandez de Alarcon, Charles Bal, Fredda Hurwitz, Jez Jowett and Lucien Boyer from Havas Sports & Entertainment. Last but not least, the editorial and creative team: Julia Feldman, Anne Awad, Conrad Painvin, Fredda Hurwitz and Jez Jowett from Havas Sports & Entertainment Global. You guys rock! Do you have a lingering question? Are you curious for more? Thoughts, suggestions or recommendations are always welcome. Get in touch with Julia Feldman, Global Marcoms Manager: Until next time... @Havas_SE 61 ©HavasSports&Entertainment
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  61. To get a dose of inspiration all year long, check out our trends blog for our monthly selection of the best campaigns in brand engagement. 63 ©HavasSports&Entertainment