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13 de jun de 2015
2015 trends by havas sports entertainment
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
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
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
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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
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
THE KEY TRENDS WE BELIEVE WILL IMPACT
THE MARKET OVER THE next year
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
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
By JEZ JOWETT, HAVAS SPORTS & ENTERTAINMENT - @Jezmond
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
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
the Password is You. THe Interface is Your Body:
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
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
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
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.
"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-
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
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
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
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
“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
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
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
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
By MATT WEISS, HAVAS WORLDWIDE - @Snowphish
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
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
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
*Source: Nielsen Global Survey of Corporate
By Josh Gallagher, HAVAS MEDIA - @mrjoshgallagher
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
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
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-
TOGETHER WE ARE MAKING
A DIFFERENCEBy THATCHER YOUNG, HAVAS SPORTS & ENTERTAINMENT IGNITION - @thatcheryoung
DIGITALLY SAVVY? DEBATABLE. PROFESSIONALLY CHALLENGED? DEFINITELY.
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
- 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?
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
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
By Fred JosuE, HAVAS MEDIA / LAB 18 - @fredericjosue
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 SHOPPERBy Isabelle Harvie-Watt, HAVAS MEDIA GROUP - @ihw67
In 2015, we will start to see magazine edi-
torial become the new digital shop front
for everything from fashion to beauty to
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
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
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
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-
By Nick Wright, HAVAS SPORTS & ENTERTAINMENT - @nickwright56
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
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
ANYTHING ANYTIME ANYWHERE
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
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
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
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-
By Carmen Fernandez de Alarcon, HAVAS SPORTS & ENTERTAINMENT
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
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
LOOKING BACK,PEEKING FORWARD.
HOW our predictions played out this year
According to statista.com, 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.
Native advertising to
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.
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
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
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
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
Social media activity now.
Ready for prime time
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
Data gets big in music
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-
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
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
THE BRAND ENGAGEMENT CAMPAIGNS
WE FOUND MOST INSPIRING IN 2014.
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
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
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
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: http://www.havas-se.com/
THE CAMPAIGNS THAT
BEST ENGAGED FANS
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
will lose oneself in the emotion
of the game/plot
A fan who thinks of nothing
but the game while the game
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
reflection of the action/results
in one’s attitude and outward
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
LOGICS OF ENGAGEMENT
FANS • PASSI NS • BRANDS
HAVAS_SE GLOBAL STUDY ON FANS’ ENGAGEMENT
or how to find Australia’s best virtual
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.
WHAT’S THE STORY
“THE FASTEST AIR SWING”
WHY WE LIKED IT
- 135,000 tennis fans participated.
- Over 70,000 views of the campaign video on YouTube in less than a
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
- 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
- Coca-Cola captured stories and content from the communities visited
around the world through “Where Will Happiness Strike Next” short films
- 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.
WHAT’S THE STORY
“WHERE WILL HAPPINESS STRIKE NEXT?”
WHY WE LIKED IT
FIFA WORLD CUP
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
- 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.
WHAT’S THE STORY
THE WALKING DEAD
“IF YOU WANT BLOOD, YOU GOT IT”
WHY WE LIKED IT
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”
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
WHAT’S THE STORY
“BE ON THE JERSEY OF YOUR FAVORITE PLAYER!”
WHY WE LIKED IT
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
- 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.
WHAT’S THE STORY
“WHERE AMAZING HAPPENS”
WHY WE LIKED IT
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
- 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
- 20 lucky fans worldwide were chosen to cheer on their team via Google
Hangout, digitally appearing on the sidelines of Old Trafford’s pitch.
WHAT’S THE STORY
WHY WE LIKED IT
“BRING FANS AROUND THE WORLD
TO OLD TRAFFORD!”
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
- +680k views of the teaser on YouTube.
- 24k Facebook Likes in three months. 2014
WHAT’S THE STORY
WHY WE LIKED IT
or how even a small business can sponsor a Serie A
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
- After three weeks, Dacia registered +30% in Twitter followers and +52%
in Facebook fans.
WHAT’S THE STORY
WHY WE LIKED IT
- 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
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).
WHAT’S THE STORY
“MAKE EVERY LIVING ROOM MORE PLAYFUL”
WHY WE LIKED IT
THE SUB LIVING
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
- 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.
NBTC Holland Marketing,
KLM, Schiphol Airport
WHAT’S THE STORY
THE ORIGINAL COOL
“WHAT YOU CALL COOL, WE CALL TRADITION”
WHY WE LIKED IT
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
- 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
WHAT’S THE STORY
I AM BRAZUCA
WHY WE LIKED IT
- 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
- 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”
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
- 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.
WHAT’S THE STORY
WHY WE LIKED IT
- 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”
or how to watch football without guilt during
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
- 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
WHAT’S THE STORY
WHY WE LIKED IT
- 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”
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
WHAT’S THE STORY
THE FUN QUEUE
WHY WE LIKED IT
- 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!”
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
- 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
WHAT’S THE STORY
THE ALERT SHIRT
WHY WE LIKED IT
- 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”
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”
- 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.
WHAT’S THE STORY
JUST DANCE NOW
“DANCE WITH LES TWINS!”
WHY WE LIKED IT
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”.
WHAT’S THE STORY
WHY WE LIKED IT
- 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!”
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
WHAT’S THE STORY
“HOW TO TALK TO YOUTH? GO DIGITAL”
WHY WE LIKED IT
Ads of the World: http://adsoftheworld.com/
Advertising Age: http://adage.com/
Agency Spy: http://www.mediabistro.com/agencyspy/
Blog Marketing Insolite: http://marketing-insolite.blogspot.fr/
Blogo Ergosum: http://www.blogoergosum.com/
Brand Republic: www.brandrepublic.com
Branding Magazine: http://www.brandingmagazine.com/
Branding Strategy Insider: http://www.brandingstrategyinsider.com/
Brands India: http://brands-india.com/
Buzz Paradise: http://fr.blog.buzzparadise.com
Cannes Lions: http://www.canneslions.com/
Chris Brogan: http://www.chrisbrogan.com/
Com Non Profit: http://comnonprofit.wordpress.com/
Cream Global: http://www.creamglobal.com/case-studies
Creative Criminals: http://creativecriminals.com/
Creative Guerilla Marketing: http://www.creativeguerrillamarketing.com/
Culture Marketing: http://www.culturemarketing.fr/
Culture Pub: http://www.culturepub.fr
Curiosity Counts: http://curiositycounts.com/
Dark Planneur: http://www.darkplanneur.com/
Doc News: www.docnews.fr
Event Marketer: http://www.eventmarketer.com/
Fast Company: http://www.fastcompany.com/
I Believe in Ad: http://www.ibelieveinadv.com
If It’s Hip It’s Here: http://ifitshipitshere.blogspot.fr/
Joe la Pompe: http://www.joelapompe.net/
Kesako Le Blog: http://www.kesako-le-blog.fr/
La Réclame: http://lareclame.fr/
Le Blog de Bango: http://www.leblogdebango.fr
Le Marketing Sportif: http://lemarketingsportif.com/
Le Personal Branding: http://www.personal-branding.fr/
Le Publigeekaire: http://publigeekaire.com/
Look Out: http://lookout.canalblog.com/
Looking for Advice: http://www.lookingforadvice.net/
Marketing Chine: http://www.marketing-chine.com/
Marketing On The Beach: http://www.marketingonthebeach.com/
THANK YOUTHANK YOU
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
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
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
Until next time...
To get a dose of inspiration all year long, check out our trends blog hse-inspirator.com
for our monthly selection of the best campaigns in brand engagement.