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Ⓒ 2015 Cheil
HUMAN DIGITAL�
1
Digital Trends - 2015�Middle East
Ⓒ 2015 Cheil
INTRO… It might sound like an oxymoron, but digital has never been so human. Hard-core marketing jargons like “personalisation,” “real-time,” “co-creation” are finally being filled with a clear meaning, real examples, and best practices. In 2015 consumers will comfortably drive innovation and creativity acting so human in their digital environments. They will just be themselves and follow their instincts to pave way for better standards of digital living. At Cheil MENA, our observation skills, trendspotting & pattern recognition are “MADE IN THE REGION.” From different global and local research to supermarket visits, café ear-dropping, social behaviourism and practically anything that showcases or hints to any new pattern being built, we develop our MENA 2015 collection of trends.
For previous Trend Reports please log on to http://www.slideshare.net/Cheil_Worldwide_UAE
Ⓒ 2015 Cheil
15 Seconds of Fame
#01
Ⓒ 2015 Cheil
Ⓒ 2015 Cheil
People around the world are posting 75% more videos to Facebook than they did a year ago and the number of videos showing up in people's news feeds has increased by 360%.* Saudi Arabia is #1 globally in YouTube views per capita. Two hours of content is uploaded every minute from our region.** With today’s technology everyone can create killer videos like a pro. Video snippets boost popularity and nurture narcissism. Vine, Keek, Vimeo, and Instagram under-15-seconds videos provide easy-to-consume content for the viewer and a sense of recognition for the creator. Brands facilitating co-creation and exploring multiple types of video content will show their human face and get closer to the consumer.
#01 15 Seconds of Fame
Example: Each country in the region has its popular Viners. Chocolate brand Tadelle in Turkey invited 2 Vine fenomens to create 11 videos for the Vine project that successfully moved and engaged the youth. https://vine.co/Tadelle
*Source: AdAge, 2015; **Source: Campaign ME, 2014
Ⓒ 2015 Cheil
#02 The Right Moment
Ⓒ 2015 Cheil
Ⓒ 2015 Cheil
People are getting used to real-time marketing; their senses are becoming immune to generic real-time messages and calls to action. As always, EMOTION remains the best way to entice the consumer into a meaningful dialogue. Joining a wide conversation to latch onto a topic is no longer enough because tapping into the right emotion requires advertisers to be personal and relevant. So, brands are discovering how rewarding it is to engage the audience not only with the right content but in the right moment, the moment that matters. Real-Time marketing is evolving into Right-Time marketing; native advertising is picking up momentum.
#02 The Right Moment
Example: Google greets its users on their birthdays with a personalized doodle message, e.g. “Happy Birthday, Yara!” in their preferred language.
Example: During the World Cup 2014, ING Turkey saw that people couldn’t spell Dirk Kuyt’s name (a Dutch footballer). So they tweeted a question to ING Holland initiating a thread of engaging conversations.
Ⓒ 2015 Cheil
` #03 Butlering Around the Clock
Ⓒ 2015 Cheil
Ⓒ 2015 Cheil
#03 The concept of Brand Butlering is not new, but the potential scope of its reach is. Round-the-clock connectivity and omnipresence of mobile devices provide consumers with instant access to services and tools while offering brands to sharpen their butlering skills. Value-added service can now travel together with the consumer in the form of an app or web and can be availed whenever, wherever. Brands have a chance to review and reconsider how they are enriching their clients’ everyday lives and service them beyond what’s expected.
Example: FIJI water has recently released Dubai to the list of the cities in their “Earth’s Finest City Guide” to provide information to travelers & citizens on what to do, where to stay, and what to taste. By doing this FIJI is assisting its customers not only in their home country but across the globe including Dubai.
Butlering Around the Clock
Ⓒ 2015 Cheil
#04 Social Sarcasm
Ⓒ 2015 Cheil
Ⓒ 2015 Cheil
The Arab Spring made people in the region very comfortable discussing politics and sharing their opinions in the public fora through social media. Three years later with no traces of aggression but rather with a touch of humour and lots of creative user-generated content social media continue to host highly opinionated and sarcastic conversations. Social calamities and concerns are instantly and unabashedly debated and analyzed through vlogs, memes, Facebook statuses and tweets. Sarcasm comes to rescue to keep people positive in situations beyond their control. Brands can win by giving audiences a sense of being heard and by nurturing the positive spirit.
#04 Social Sarcasm
Example: Unexpected
floods in Amman and
the failure of the
infrastructure caused a burst of creativity in
social media.
Example: Gender wars in the Jordanian parliament instantly made MP Hind Al-Fayez a hero in the social media mockery movement “Sit Down Hind.”
Ⓒ 2015 Cheil
Insta #Stores #05
Ⓒ 2015 Cheil
Ⓒ 2015 Cheil
Once there was e-commerce, then m-commerce, then s-commerce. Now there is i-commerce. In reality, people don’t care what the latest jargon is as long as it helps them to buy and sell goods they want at the lowest cost. So home-grown entrepreneurs figured out faster than marketers to go where their buyers are – Instagram and WhatsApp. From curating products available in the market to selling home-made goods, people are enjoying human interactions that also bring some profit. Besides, creating network connections that outlast the purchase is what makes doing business online a fulfilling experience.
#05 Insta#Stores
Example: Sheeps_Sell - Kuwaiti private retailer sells sheep Example: A user-generated list of
Turkish InstaBoutiques posted at: http://onedio.com/haber/en-iyi-
instagram-butikleri-352895
Example: bySymphony - UAE luxurious fashion store generates offline sales by sharing pictures of
its product line along with the items’ codes on Instagram
Ⓒ 2015 Cheil
Attention Deficit Norm
#06
Ⓒ 2015 Cheil
Ⓒ 2015 Cheil
#06 In 2012 a high-end Samsung TV would turn on in 7 seconds, in 2013 in 5 and in 2014 in 3 because consumers just don’t want to wait. A photo on SnapChat remains visible for maximum 10 seconds because that’s how much time the viewer has before he moves onto the next thing. Attention span shortens, shrinks and shrivels. Impatience becomes the norm as the world of technology takes our professional and personal lives by storm. When YouTube viewers have an option to skip an ad after 5 seconds, what’s the point in a 30-second ad with key messages at the end? Smarter brands started to challenge their creative and media strategies.
Example: This year the luxury resort W Doha was the first business in Qatar and the first hotel in the world to take to SnapChat. It extended its social media efforts to this popular platform to provide its followers with 24/7 insider access to what’s new and next. This move is expected to be followed closely by hoteliers across the Middle East.
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Attention Deficit Norm
Ⓒ 2015 Cheil
Dress to Survive #07
Ⓒ 2015 Cheil
Ⓒ 2015 Cheil
#07 “Don't dress to kill, dress to survive!” - Karl Lagerfeld tweeted in June 2014. Surely he did not realise he was giving a valuable tip to brands on social media. It’s in human nature to judge a person by their looks. And in the digital environment it is sometimes the only way for people to decide whether to engage or not. The way the digital persona is “dressed” and the images it chooses send quick cues to the visitor on how interesting and worthwhile the interaction might be. Brands are realizing that the more human and appropriate they look the more appealing and approachable they will be viewed as. In 2015 even more brands will be quitting stock images in their social conversations in favour of unique and original custom-made content.
Example: For its FB campaign “The small world of Çizi” Ülker’s brand Çizi (Turkey’s favourite crackers) chose to create a fascinating world of crackers, made of crackers. The campaign lasted longer than planned & the results exceeded expectations.
Dress to Survive
Ⓒ 2015 Cheil
Proud Silver Surfers
#08
Ⓒ 2015 Cheil
Edythe Kirchmaier, Facebook's oldest registered user, turned
106 in 2014.
Ⓒ 2015 Cheil
#08 With some 60% of the MENA population under the age of 30 it is obvious that youth become brands’ core target audience. But everyone seems to be ignoring a segment that has both time and money to embrace innovation - senior citizens. In the US since 2011 the older generation’s interest in Facebook has increased 41% for 35-54-year-olds and 80% for the 55-80 age bracket.* In the Middle East senior citizens are creating usage habits following the pattern “Offline Traditions Gone Digital”: WhatsApp “Home” & “Family” groups, cooking groups, Majlis groups, accompanied by heavy use of voice recordings. Seniors do want to be connected, but might feel intimidated. The first mover in this segment to facilitate their connectivity while maintaining their pride will gain fame, loyalty and business results.
Example: Electronic Jaha, Jordan. The first incident of an old tradition going digital was a Jaha that took place in December 2013. The groom sent the father of the bride an email copying the representatives of both families. The father replied in an email saying “Yes!”
Proud Silver Surfers
* Source: iStrategy Labs Study, 2014
Ⓒ 2015 Cheil
ABOUT CHEIL
Cheil is Korea’s largest and one of the world’s leading advertising groups. Established in 1973 with headquarters in Seoul, Cheil operates 48 offices
in 41 countries around the globe with about 6,000 employees. With Regional HQ in Dubai since 2006, Cheil MENA is an integrated
communication agency producing creative and value-added solutions for its clients through “Ideas that move” - ideas that move people, move
products, move brands, and move the world.
Ⓒ 2015 Cheil
To find out more about our “ideas that move”
or more info on our trendspotting & strategic tools and how it can help move your business,
log on to www.cheil.ae or contact:
Olga Kudryashova at [email protected] (UAE), Yara Hamarneh at [email protected] (UAE),
Nimati Emam at [email protected] (Levant), Mehmet Ozkanoglu at [email protected] (Turkey).
