At Cheil MENA, our observation skills, trendspotting and pattern recognition are MADE IN THE REGION. Although we keep track of global trends, we don’t copy them. Instead, we develop our own collection of trends that are happening in the MENA region. Right here. Right now. Today we are witnessing a social transformation. Our diverse and infinitely surprising region is moving from a thirst for fame towards making a difference. Instead of exhibiting narcissism, people are displaying humanity through more empathy, spirit of togetherness, and investment in emotional and physical wellbeing of the communities.

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2016
Cheil
!
1
Trends Report – 2016!
Middle East

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2016
Cheil
INTRO…
At Cheil MENA, our observation skills, trendspotting and
pattern recognition are MADE IN THE REGION. Although we
keep track of global trends, we don’t copy them. Instead, we
develop our own collection of trends that are happening in the
MENA region. Right here. Right now.
Today we are witnessing a social transformation. Our diverse
and infinitely surprising region is moving from a thirst for
fame towards making a difference. Instead of exhibiting
narcissism, people are displaying humanity through more
empathy, spirit of togetherness, and investment in emotional
and physical wellbeing of the communities.
For previous Trend Reports please log on to http://www.slideshare.net/Cheil_Worldwide_UAE

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2016
Cheil
Citizen
Journalism
#01
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2016
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2016
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#01Who could have imagined that for ordinary people there are better ways to
change the world than signing online petitions? Today we are witnessing
citizen journalism at its best yet – powerful, influential and most importantly,
constructive. Live-streaming apps, social media platforms, instant messaging
and mobile phones have come together to amplify the impact of citizen
journalism to an unprecedented strength.
When Istanbul Traffic Police Department accepts traffic violation notices from
the public through WhatsApp a stronger sense of community is fostered.
When Snapchat collects, curates and weaves together users’ videos under one
theme, a vivid, multi-faceted and convincing story is created. Crowd-sourced
storytelling elevates the role of an individual and empowers participation.
Example: In Ramadan 2015, Snapchat
gave religious pilgrims in Mecca the
chance to stream their experiences
and opened up Ramadan’s most
vibrant city to the world during Laylat
al-Qadr. Snapchat curated the videos
created by its users and presented
them a single stream for other users to
view. A lot of people mentioned that
what they’ve seen changed their
perception of Islam.
Citizen Journalism

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2016
Cheil
Pets:
Social
Superstars
#02
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2016
Cheil

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2016
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#02Instagram or youtube content featuring animals often becomes a social media
sensation for a day or two. Globally in the past few years increasing numbers of
pet owners have been creating online profiles for their pets, a practice known
as ‘social petworking’. Unexpectedly, such practices are gaining popularity in
our region as well, with pets’ profiles acquiring a significant social media
following that surpasses their human counterparts.
Brands and advertisers like to team up with social influencers to gain reach
and relevance. Pets are famous for adding elements of cuteness and comic
relief - two powerful emotions in social media. Does this mean we are about to
witness the arrival of ‘petfluencers’ in the region?
Example: @poo_ky.pom
Pooky is a white cute puppy lives
in Dubai. His owner had opened a
new account for him on Instagram
which gained over 1300 followers
in less than 2 weeks. Since
launching the account, his photos
have been receiving an average of
197 likes, while his owners’
pictures never get over 60 likes.
Pets: Social Superstars
Example: ‘Şero’ is a cat of the
Republican People's Party of
Turkey. It has its own Twitter
account & has created sympathy
and buzz on social media.

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2016
Cheil
Region on
the Run
#03
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2016
CheilImage: Colour Run Facebook page

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2016
Cheil
#03Running is becoming the most popular lifestyle sport in the region, now
known as ‘social runs’. In 2015, 30,000 runners participated in Vodafone
Istanbul Marathon, 13,000 in Nike’s We Run DXB, 7,000 in the Dead Sea Ultra
Marathon. People run for a cause, for a challenge, for fun, for vanity, but most
of all for being inspired and inspiring others. Mobile technology fuels the
competitive spirit and a sense of community by opening up these events to
much larger online audiences of supporters.
A number of sports, health, financial, insurance, telecom, automotive, food
brands and non-for-profit entities organize or sponsor runs. Advertisers have
an opportunity to tap into this burst of positive energy in more innovative and
creative ways.
Example: Runtastic app.
A new running app called ‘Runtastic’
gives recognition and motivation to
runners in real time. People can cheer,
support each other and make running
more fun for their friends through
various notifications when following it
online.
Region on the Run

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2016
Cheil
Controlling
Time
#04
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2016
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2016
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#04The notion of ‘time is precious’ has never been more pertinent. Millennials,
who will comprise 75% of the global workforce by 2030, say they would
rather have more time than money. According to a GfK study, 32% of them
feel ‘time-crunched’. This feeling of being time crunched has led to the need
to control time. They don’t have the patience for brands and services that
give them a 4 hour window to get things done. They like to know exactly
when something is happening to plan their time around it.
Service brands have tackled this need by providing a way of tracking the
status of order for customers. Brands that give customers the power of
being able to control time have gained their loyalty.
Example: Careem, a taxi company, &
Deliveroo, a food delivery company,
enable customers to track the
progress of the delivery and the
whereabouts of the driver. The apps
also provide them with the exact
location and contact numbers if they
need to reach the driver.
Controlling Time

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2016
Cheil
Good Days
for Strays
#05
Image: www.everythingisawesome.com
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2016
Cheil

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2016
Cheil
People in this region have developed quite a peculiar relationship with pets. It
is not impossible to spot a cheetah looking out of the back seat window of an
SUV; while other animal lovers cannot have pets due to ‘no pet policies’ of
rental properties or transient expat lifestyles. At the same time, animal
shelters are brimming with abandoned animals every summer. Such extremes
intensify empathy among the public towards abandoned and stray animals.
People are more keen than ever to join and support animal welfare community
groups of which there are many to choose from.
Traditionally, pet food brands partner with animal welfare initiatives. However,
this highly emotional and engaging topic lends itself to anyone who wants to do
good and create valuable content for their social media.
Example: Food for stray dogs
Pugedo Recycling Boxes are the
perfect solution, that boosts
recycling and feeds stray dogs at the
same time. Deposit an empty water
bottle into one of the machines and it
instantly dispenses dog food for the
strays to come by and eat. There is
also a water bowl you can fill up with
any excess water in your bottles.
Good Days for Strays
#05
Example: Gulf News
lends its pages to the
community with Save
an Animal section.
Readers create
awareness and call for
urgent help in regards
to abandoned animals.

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2016
Cheil
A Picture or a
1000 Words?
#06
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2016
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2016
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They say a picture is worth a thousand words. But is it, really? Social media have
trained people to consume and create content in quick snippets. The likes of
buzzfeed.com and listelist.com present global or local stories in a funny, simple,
and very pictorial way. No need to read, just scroll and watch. At the same time,
according to Yahoo Maktoob, 25% of people in the Arab world ‘hardly ever read for
personal enjoyment’. 30% of people under 25 in Jordan, Lebanon, and Algeria
‘hardly ever’ or ‘never read’. If this trend continues, imagination can slowly shrivel
as people become immersed in screen technology and less interested in reading.
Leaders and communities challenge the younger generation to pick up a book and
read. Numerous initiatives intend to bring back the taste for reading. In UAE, 2016
was announced as the Year of Reading. How will you contribute?
A Picture or a 1000 Words?
#06
Example: We Love
Reading is a non-profit
organization that aims
to encourage children to
read for pleasure by
training women to read
aloud to children of
their neighborhood.
Example: “Write a
Summary of a Book You’ve
Read” is a social initiative
in a form of an event where
people are invited to share
their thoughts on the books
they’ve read. Started in
Jordan with the aim to
spread across the MENA
region and even globally.

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2016
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Corporate
Groupies
#07
Image: Emirates Facebook page
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2016
Cheil

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2016
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In 2010 Forbes magazine said: “Many companies use employees in ads to
humanize their brands in tough times.” Today it is obvious that regardless of
the economic situation, brands need to become more human to get the trust
and interest of their audiences. Engaging employees in brand communications
is gaining popularity. And as always, the Middle East region takes it to a new
dimension, literally…, by creating ‘corporate groupies’ that convey pride,
togetherness and achievement.
In return, both employees and consumers will expect stronger corporate
responsibility, more prominent and human corporate culture, more empowered
staff, faster response and more people-centric ways of doing business.
Example: Ülker, a truly
national Turkish brand,
celebrates its 70th
anniversary with Be
Happy, Make It Happy
campaign involving
employees:
https://www.youtube.com/
watch?v=3Jypyv4wl1Y
Corporate Groupies
#07
Example: RTA
celebrates its 10th
anniversary by
saying thank you to
all its employees who
made the company
successful
throughout all these
years.

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2016
Cheil
#08
Image: endlessdisconnect.wordpress.com
Circles
of Trust
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2016
Cheil

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2016
Cheil
Mobile technology is blamed for ruining people’s social skills that negatively
affect daily interactions and family gatherings. But the native digital
generation finds a way to prove it wrong. Messaging apps are discovered as a
modern alternative to a friends’ gossip or family dinner conversation. Thanks
to instant and more personal group chats, uncensored updates and genuine
feelings can be shared with those that really matter. To spice it up group
admins find creative names for their groups. No wonder WhatsApp has become
the most preferred social media in the region.
According to Northwestern University, only 12% of instant messaging users do
not belong to any group, while 83% are members of friends & family groups.
Will brands be allowed into these closed circles of trust?
Example: Samsung built its Ramadan
campaign “Hala B Hali” around users’
WhatsApp groups, reuniting families
through this simple trending
technology.
Circles of Trust
#08
Example: A Turkish chocolate
brand Caramio asked
Caramio lovers to add its
WhatsApp number to their
private groups. In this
innovative social campaign
the brand got much closer to
its consumers and ran fun
contests among them.

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2016
Cheil
ABOUT CHEIL
Cheil Worldwide is one of the world’s largest marketing solutions
companies. Established in 1973 with headquarters in Seoul, South Korea,
Cheil's global employees create ideas that move brands, products and
people from 50 offices in 43 countries. Cheil delivers innovative
communications solutions that drive business results through full-
service advertising capabilities and beyond, with specialties in digital,
retail and experiential marketing, as well as media services.

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2016
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 olga.k@cheil.com (UAE),
Zaina Al Halabi at zaina.ah@cheil.com (UAE),
Nimati Emam at nimati.e@cheil.com (Levant),
Mehmet Ozkanoglu at m.ozkanoglu@cheil.com (Turkey).